Native to New York, but with a small stint in Santa Fe, Peter produced a critically acclaimed film while at Hospitality School at NYU, veering off a bit from his intended studies. This sparked his entree into the entertainment world and inspired him to launch Decon, a creative studio offering branding and advertising services. Clients included HBO, Red Bull, Nissan, Sprite, EA Sports and Netflix. Under Decon, he launched a #1 selling video game, platinum DVD, music videos, and broadcast commercials. Decon soundtracked the most successful sports video game franchise, NBA 2K series, and negotiated many high-profile licensing deals, including the Mad Men theme music.
Peter went on to revitalize Mass Appeal, the NY-based media company, whose mission is to be the premier platform for leaders in urban culture through its cross-platform model. Under Peter’s leadership, the company’s umbrella has expanded from a magazine and website to a film, television, record label, and creative agency. Mass Appeal Records, co-founded by Peter and Nas in 2014, has partnered with a variety of artists, including Nas, Run the Jewels, DJ Shadow, Mannie Fresh, Dave East, Keyon Harrold, Fashawn, Ezri Walker and more. Mass Appeal’s original TV series and films have been screened at various festivals, premiered on premium cable networks and streamed on the top platforms.