Peter Åstedt (SE)

Peter Åstedt (SE)

Peter Åstedt has been working in the music industry for over 30 years. He started his own record label, Dead Frog Records, at the age of fifteen in 1990. The label is still running and is one of the oldest in Sweden. Peter was an early protagonist of the digital revolution in the music industry. He uploaded his first mp3 in 1995 and worked on one of the first legal sites to sell mp3s, called Vitaminic.

Early 2000 he started the Digital distribution services Musicbase and Distrosong. He also created the physical distribution service DFR. In 2008, he started the company Musichelp Sweden AB which is a service company for people/artists in the music industry. Over the years, over 10 000 artists have gone through his systems.

In 2009, Peter created a publishing division: Musichelp Publishing. The main focus was placement in commercials, TV, games, and movies. The rooster quickly became famous for its quality and to this day, it has worked with international brands like Microsoft, Coca Cola, Samsung, BMW, Volvo, Huawei, EA-games, Mc Donalds, Viasat, Rocket, Red Bull, Conduit, Viaplay, Sky channel, Rimmel London, GB-Glace, Deutsche Telecom, Vodaphone, Nokia, Hilton Hotel, Seven Town, Bealls and many more; and has made placements in TV series like What about Brian, Beverly Hills 90201, Six feet under, Unemployment, Blue mountain state, Degrassi, Roswell and movies like Drowning Ghost, Bombay Dreams, Hip Hip Hora, Kommissarie Späck, Trevligt Folk and more.

One of the bigger achievement was to place artists for the Olympic Games in London 2012. Also that he has placed music on Superbowl commercials three times.

In 2011, Musichelp expanded into the export of Swedish music by working with leading showcase festivals all over the world like SXSW, The Great Escape, New Music Seminar, Canadian Music Week, CMJ, Culture Collide, and Popkomm. Musichelp had then already been a partner in the music conference Trigger Creative Conference in Borlänge, Sweden. They also took care of the conference and booking part of Live at Heart in Örebro, Sweden for ten years.

Peter was a board member of SOM (Swedish independent music producers, the Swedish version of AIM (UK) and A2IM (USA)) for 15 years. He has also been president of Sinderella  (Swedish independent record labels association) for 6 years and a board member of Mbin (Music business independent network) for 5 years. 

Over the years, Peter has spoken and been on panels at several international music conferences like SXSW, Midem, ONGEA, GMA, CMW, TIMM, Reeperbahn, today he has spoken at more than 40 conferences all over the world.

Songs he has worked with having over a billion streams on Spotify alone. He has worked on five of the twenty most-streamed songs in the world.

Peter also writes a popular music blog at Cashbox Magazine Canada and has his own radio show on Cashbox Radio.

He has started the new showcase festival company “Discover Sensation” 2019. Peter is currently working on a new showcase festival “Future Echoes” taking place in Norrköping, Sweden in February 2021.

Discover Sensation


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Future Echoes is Sweden’s new showcase festival that kicks off the 16-18th September, 2021 in Norrköping, Sweden. The festival but will be held annually in February starting in 2022.

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