Universal’s Per Sundin Rises To Senior VP – Nordic Region

Veteran major label record exec Per Sundin has been promoted to senior VP – Nordic Region, a new role.

With immediate effect, he’ll take on additional duties for Universal’s operations in Denmark, Finland and Norway. He continues in the role as chairman and CEO of Universal Music Sweden, a company whose domestic roster includes Avicii, Håkan Hellström and Veronica Maggio.

With the new position, the managing directors of Universal Music Denmark (Casper Bengtson), Universal Music Finland (Jarkko Nordlund) and Universal Music Norway (Petter Singsaas) now report to Sundin.

“I’m delighted that Per is taking on this newly expanded role and I’m sure that he and his team of great MDs in the Nordic region will successfully grow Universal’s business,” comments Universal’s President of Central Europe Frank Briegmann, to whom Sundin reports.

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“He has had a front row seat for the streaming revolution over the last few years and, together with his instinctive feel for artists and creativity, has the ideal combination of skills and experience for this crucial role.”

Stockholm-based Sundin changed camp in 2008 when he left Sony BMG to join Universal Music to lead its Swedish company.

Prior to that, Sundin had served as MD of Sony BMG Sweden since a restructuring of the major's Nordic team in October 2004. A Sony Music stalwart, Sundin was MD of Sony Music Nordic previous to the Sony BMG merger, and ran the Swedish company as MD of Sony Music Sweden before that. Sundin began his career in the music business in 1989 as Marketing Manager at CBS Records (now Sony Music) in Sweden, becoming marketing director in 1991.