Universal Music Refreshes Nordic Team as Per Sundin Exits for ABBA’s Pop House


BERLIN — Universal Music Central Europe announced on Wednesday a series of executive changes within the Nordic region as it expands its core team and operations within the region.

Per Sundin, managing director, Universal Music Sweden and president, Universal Music Nordic Region will step down from his current role at UMG to take up the position of CEO Pop House Group, co-founded by ABBA's Björn Ulvaeus to promote the iconic band. Additionally, Sundin will take on the new role of non-executive chairman, Universal Music Nordic Region, extending his long-standing relationship with the company.

"I have had a very close, trusting and successful working relationship with Per for many years now and I am thrilled that we will continue to collaborate with one another under this new arrangement," commented Frank Briegmann, CEO & president of Universal Music Central Europe and Deutsche Grammophon. "ABBA's wonderful, timeless body of work offers huge potential for generations to come, and I am looking forward to working with Per to provide fans with even more absorbing experiences and provide the artists with more traction around the world."

In his new role, Sundin will continue to report to Briegmann, who will receive a seat on the advisory board of Pop House, as the representative for Universal Music. 

Effective Sept. 1, regional general managers Bjorn Rogstad (Norway), Kimmo Valtanen (Finland) and Joakim Johansson (Sweden, where he is also marketing director) will each be upped to managing director of their respective countries. The trio will form the new executive management team for the Nordics alongside Casper Bengtson, who will continue as managing director, Universal Music Denmark.

"Through these strategic appointments, UMG is accelerating the company's focus on A&R, digital and creative innovation, cross-market collaboration and future export growth as it continues to reinforce its position as the leading music company within the region," said Briegmann.

Briegmann added: "As a music market at the forefront of the streaming and digital transformation, the Nordic Region continues to play an important role in the future development of the global music ecosystem. In recent years, we have seen many UMG artists from these countries successfully reach new international audiences and find great success around the world, and we will continue to focus on developing the most outstanding talent within the region, both locally and internationally."

Pop House was launched in 2014, principally as a way to create live opportunities for the ABBA brand. Initiatives launched so far include the Pop House Hotel, an ABBB museum in Stockholm and the MAMMA MIA! – The Party dinner show.