Live Nation Sweden Names Mattias Behrer New CEO

Mattias Behrer will become the new CEO of Live Nation Sweden effective Aug. 10. Behrer was most recently the CEO of Dentsu Aegis, one of the leading agency groups in media and marketing consulting.

"I am very happy, and humbled, for the task of leading Live Nation Sweden's fantastic team and continuing to develop the experience for fans and partners - before, during and after events," said Behrer in a release. "The live music industry is an extremely exciting area with great potential and a very interesting business model that brings together fans, artists and brands and creates experiences to remember for life."

Prior to Dentsu Aegis, Behrer spent ten years at Viacom in several positions including global marketing manager for MTV and svp for Viacom's youth division in eleven countries in Europe. As of Aug. 10, Behrer will report directly to the president of Live Nation Europe-Concerts John Reid.

"It is very gratifying to welcome Mattias to the team," said Reid in a release. "With his broad background as a business leader and with expertise in marketing to young target groups, there is no doubt that he will be a strong contribution to Live Nation Sweden."

Behrer is the author of two best-selling business books Event Marketing and How Cool Brands Stay Hot. How Cool Brands Stay Hot was awarded Best Book in Marketing 2012 by the American Marketing Association. He also holds a master's degree in business administration.

"We are very much looking forward to welcoming Mattias aboard. His future at Live Nation is bright and he will have an amazing team behind him,” said Thomas Johansson, chairman Nordic's Live Nation.

Live Nation Sweden represents a large number of Swedish artists on national and international tours as well as arranging festivals such as Lollapalooza Stockholm, Sweden Rock, Summerburst and Way out West.