Pedram grew up in a music oriented culture and family, surrounded by Persian instruments and influences. Inspired by 70's Disco and house music and its sub-genres, Pedram became involved with the burgeoning electronic music scene of the 90´s, playing DJ gigs and organizing events in the Düsseldorf area and following his passion for electronic music. Concurrently his career as a strategy consultant saw Pedram help business leaders to grow successful companies by overcoming obstacles and conquering new markets. With a doctorate in business management, Pedram facilitated turnarounds for Fortune 500 companies, steering them to new successes by navigating complex technology shifts and market disruption. He then moved to product management for the British car brand MINI at BMW Group, where he dealt with innovations and future proof mobility concepts for modern target groups. Aside from Germany and Europe, he has extensive business experience in both the USA and Asian markets. Combining his deep passion for the Music Industry and the DJ scene with his professional experience, Pedram took the role of leading the revered DJ brand Traktor within Native Instruments in Berlin, Germany and in 2018 has overseen the biggest product release launch in the company's 22 year history.