Per Urban Sundin (born 1963) is a Swedish
music executive who has been the
chief executive officer (CEO) of
Pophouse Entertainment since 2019. Previously, he served as the
managing director of
Universal Music Sweden and president of Universal Music Nordics from 2008 to 2019.
Sundin is known for his work with
musician
A musician is a person who composes, conducts, or performs music. According to the United States Employment Service, "musician" is a general term used to designate one who follows music as a profession. Musicians include songwriters who wri ...
s such as
Avicii,
Tove Lo,
Swedish House Mafia, and
ABBA. He is also the co-founder of
Avicii Experience, a
museum dedicated to Avicii with whom he worked closely after signing him in 2010.
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''.
Early life and education
Sundin was born in 1963 in
Sweden
Sweden, formally the Kingdom of Sweden,The United Nations Group of Experts on Geographical Names states that the country's formal name is the Kingdom of SwedenUNGEGN World Geographical Names, Sweden./ref> is a Nordic country located on ...
.
He attended
Mid Sweden University, where he graduated with a degree in
systems science.
Career
Sundin started his career as a marketing manager at
CBS Associated Records, now part of
Sony Music, in 1989.
He was promoted to the marketing director position in 1991.
Soon, he left CBS Records and worked with the national radio channel,
Radio City, and Swedish commercial TV channel,
TV4, as an artist manager.
In 1998, he rejoined Sony Music Sweden as
managing director.
Three years later, in 2001, he became the managing director of Sony Music in the Nordic region.
Between 2004 and 2008, Sundin served as the CEO of
Sony BMG
Sony BMG Music Entertainment was an American record company owned as a 50–50 joint venture between Sony Corporation of America and Bertelsmann. The venture's successor, the revived Sony Music, is wholly owned by Sony, following their buyout o ...
after the merger between Sony and
BMG BMG may refer to:
Organizations
* Music publishing companies:
** Bertelsmann Music Group, a 1987–2008 division of Bertelsmann that was purchased by Sony on October 1, 2008
*** Sony BMG, a 2004–2008 joint venture of Bertelsmann and Sony that wa ...
.
In 2008, Sundin joined Universal Music Sweden as the chairman and CEO.
At Universal Music, he was a witness in the trial against
The Pirate Bay co-founder,
Peter Sunde, in
Malmö.
In the same year, he became the first music label executive to partner with
Spotify and thereby opened the door for the streaming platform.
His instrumental role in the rise of Spotify is portrayed in the
Netflix drama, ''The Playlist''.
In 2010, Sundin signed Avicii to Universal Music, where Avicii in 2011 released his track, "
Levels
Level or levels may refer to:
Engineering
*Level (instrument), a device used to measure true horizontal or relative heights
*Spirit level, an instrument designed to indicate whether a surface is horizontal or vertical
*Canal pound or level
*Regr ...
".
In August 2019, Sundin joined Pophouse Entertainment, an entertainment company co-founded by Conni Jonsson and ABBA-member
Björn Ulvaeus, as the CEO. 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.
References
Further reading
*
*
External links
Per Sunin - Pophouse
{{DEFAULTSORT:Sundin, Per
Living people
1963 births
Swedish business executives
Music industry executives
Mid Sweden University alumni