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.