BIOGRAPHY 

Edward Kershaw, Head of Music,

Vodafone Group Services Ltd

Edward Kershaw is Head of Music for Vodafone Group Services.  He joined the company in 2000 to develop Vodafone’s music strategy for mobile content and services and made his mark by spearheading the pan-European web cast of Sting's 'All This Time' live recording in September 2001 (nominated for 'Best Online Music Event 2001' by VIVA). 

 Since then, Edward has been responsible for negotiating commercial agreements with the major record labels and other leading players in the global music and entertainment market, enabling Vodafone's expanding customer base to access world-class premium content and services. Most recently, Edward has been responsible for the launch of the full-track music download service launched on Vodafone live! with 3G in November 2004.

Prior to joining Vodafone, Edward worked for Polygram developing the company’s international catalogue marketing strategy for its classical portfolio and managed strategic partnerships with a diverse range of third parties including Penguin Books, Classic FM and a number of software games companies. 

Edward also spent a great deal of his career as an independent consultant, working on behalf of the major record labels to develop new marketing concepts and ranges, including HMV's own-label series with EMI, as well as catalogue ranges for WH Smith, The Sunday Times and TV compilation albums such as the multi-platinum 'Classical Moods' series.  During this time, he continued with studio work as a record producer and post-production engineer. 

Edward trained as a professional musician before entering the record industry, working first for Virgin Records in a variety of roles, from paste-up artist to label manager.