Roderick Udo is an expert in creative entrepreneurship and financial decision making in cultural enterprises. He combines over 15 years of experience as an artist manager and festival organizer in the popular music sector with academic knowledge on entrepreneurship and finance. Roderick is a financial economist with a strong interest in entrepreneurship and creative entrepreneurship in particular. He obtained his master's degree in International Economics and Business at Utrecht University, the Netherlands. Since 2008 he is a researcher and lecturer at HU University of Applied Sciences in the Netherlands. Over the past 15 years Roderick has been involved in popular music festivals in the Netherlands and the United Kingdom, either as a creative director or as a production manager. During this period he also ran to an artist management company, working with artists from many different countries. In these roles he closely observed financing dilemmas in the popular music sector, and by combining these observations with his background in financial education, Roderick developed a strong interest in career decisions and financing of creative careers. This resulted in a 5-year PhD research project on financial decision making in the popular music sector in Europe, which he started in 2019.