Per Sundin

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 musicians 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. He attended Mid Sweden University, where he graduated with a degree in systems science.