Per Sundin

Per Urban Sundin (born 1963) is a Swedish music executive who has been the chief executive officer (CEO) of Pophouse Entertainment since 2019.[1][2] Previously, he served as the managing director of Universal Music Sweden and president of Universal Music Nordics from 2008 to 2019.[3]

Sundin is known for his work with musicians such as Avicii, Tove Lo, Swedish House Mafia, and ABBA.[4][5] He is also the co-founder of Avicii Experience, a museum dedicated to Avicii with whom he worked closely after signing him in 2010.[6][7][8]

He has been credited for his role in the rise of Spotify and music streaming, which is depicted in the Netflix TV series The Playlist.[9][10]

Early life and education

Sundin was born in 1963 in Sweden.[11] He attended Mid Sweden University, where he graduated with a degree in systems science.[11][12]

Career

Sundin started his career as a marketing manager at CBS Associated Records, now part of Sony Music, in 1989.[13] He was promoted to the marketing director position in 1991.[13] Soon, he left CBS Records and worked with the national radio channel, Radio City, and Swedish commercial TV channel, TV4, as an artist manager.[13][12]

In 1998, he rejoined Sony Music Sweden as managing director.[13][14] Three years later, in 2001, he became the managing director of Sony Music in the Nordic region.[13]

Between 2004 and 2008, Sundin served as the CEO of Sony BMG after the merger between Sony and BMG.[13]

In 2008, Sundin joined Universal Music Sweden as the chairman and CEO.[13] At Universal Music, he was a witness in the trial against The Pirate Bay co-founder, Peter Sunde, in Malmö.[15][16] In the same year, he became the first music label executive to partner with Spotify and thereby opened the door for the streaming platform.[15] His instrumental role in the rise of Spotify is portrayed in the Netflix drama, The Playlist.[17][18]

In 2010, Sundin signed Avicii to Universal Music, where Avicii in 2011 released his track, "Levels".[19][20]

In August 2019, Sundin joined Pophouse Entertainment, an entertainment company co-founded by Conni Jonsson and ABBA-member Björn Ulvaeus, as the CEO.[21][22] Under his tenure, Pophouse Entertainment has among other things acquired the publishing and recording rights of Swedish House Mafia in March 2022, and bought Swedish podcast producer Perfect Day Media.[23][24][25]

References
  1. "Brännbollsyran blir mötesplats för nöjesbranschen". Västerbottens-Kuriren.
  2. WestbergText, Loke (February 25, 2022). "Per Sundin om nya Avicii-museet: "Vi har investerat över 25 miljoner"". Dagens industri.
  3. Farber, Jim (April 5, 2019). "Avicii's Death Left Many Questions. Will His New Music Provide Answers?" – via The New York Times.
  4. Halperin, Shirley (April 21, 2018). "Geffen Records' Neil Jacobson on the Power of Avicii and Plans for Unreleased Music". Variety.
  5. "'AI-enabled' indie label Snafu Records adds ex-UMG Nordics CEO Per Sundin and songwriter/producer Savan Kotecha to list of sharholders". Music Business Worldwide. December 4, 2020.
  6. "Sweden honors star DJ Avicii with museum". Deutsche Welle.
  7. "Avicii fans touched by 'emotional' museum in Stockholm". February 28, 2022 – via BBC.
  8. Bain, Katie (February 25, 2022). "Take a Tour of Stockholm's Newly Opened Avicii Experience Tribute Museum". Billboard.
  9. "Who are the heroes in Spotify's origin story?". The Globe and Mail.
  10. "The Playlist on Netflix dramatises the implausible rise of Spotify — review". Financial Times. 2022-10-13. Retrieved 2022-10-21.
  11. LundegårdhText, Peter (August 31, 2019). "Musikveteranen om sin passion: "Jag kan diskutera chips i timmar"". Dagens industri.
  12. "Per Sundin". September 7, 2021.
  13. "Per Sundin appointed SVP of Nordics at Universal Music". Music Business Worldwide. March 18, 2013.
  14. "The Spotify effect". Financial Times. October 24, 2014.
  15. "Spotify's Ek Wins Over Music Pirates With Labels' Approval". Bloomberg.
  16. "Music Executive Ridiculed at Pirate Bay Trial". Wired.
  17. Reilly, Nick (June 16, 2021). "Netflix confirms new fictional drama about the rise of Spotify". NME.
  18. "The rise-and-rise of Spotify is told in a ripper Swedish series". Sydney Morning Herald.
  19. Davies, Tracey. "The winner takes it all: will Stockholm's Abba museum or Avicii experience triumph?" – via The Times.
  20. Bain, Katie (October 28, 2021). "Celebrate 10th Anniversary Of 'Levels' With Never-Before-Released Avicii Performance". Billboard.
  21. "Universal Music Reboots Nordic Team as Per Sundin Joins Forces With Abba". Variety. August 8, 2019.
  22. "Per Sundin steps down as MD of Universal Music Sweden to join ABBA branding company Pop House". Music Business Worldwide. August 7, 2019.
  23. Aswad, Jem (March 29, 2022). "Swedish House Mafia Sells Masters, Publishing to Pophouse Entertainment". Variety.
  24. "ABBA Star's Entertainment Firm Buys Swedish House Mafia Catalog". Bloomberg.
  25. Tiefenthaler, Federica (September 8, 2021). "Pophouse Entertainment Group's Acquisition of Perfect Day Media".

Further reading
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