Being one of most influential and experienced working with all of the largest record companies, Per knows about the disruption of the music industry. From being a question of survival to the main character role Sweden plays in international music scene today.
After the glory days in the 90’s came the crisis when music consumption nearly was taken over by illegal file sharing services like Kazaa and Napster. Per Sundin is the foreground figure in how Universal became successful by working with different digital players like Spotify instead of holding on to the old. It’s about how to reset when your entire business model gets outdated overnight and how he got Universal Music group to flourish when others in the industry suffered.
The digitization has not only changed the record companies’ revenue model – it has also changed their role fundamentally becoming more like venture capitalists within entertainment. Investors in artistry.
With learnings about a media landscape where it’s more and more the consumer setting the terms you have to work together with your competitors rather than try to bring them down.
Per is CEO for Universal Music in Sweden since the beginning of 2008. He previously were at Sony Music and was the CEO for Sony BMG from 2004 (when Sony and BMG merged) until 2008.