Per Sundin Steps Down as MD of Universal Music Sweden to Join ABBA Branding Company Pop House
Per Sundin. Courtesy of Universal Music Sweden.

Per Sundin Steps Down as MD of Universal Music Sweden to Join ABBA Branding Company Pop House

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STOCKHOLM (CelebrityAccess) – Per Sundin is stepping down from his current dual role as MD, Universal Music Sweden and President, Universal Music Nordic Region, effective September 1.

Stockholm-based Sundin has accepted the position of CEO of Pop House Group, which was co-founded by ABBA’S Björn Ulvaeus in 2014, primarily as a way to create unique live events that encapsulate and promote the ABBA brand.

In addition to his new position at Pop House, Sundin will also move into the role of Non-Executive Chairman, Universal Music Nordic Region. In this post, he will continue to report to Frank Briegmann, CEO & President of Universal Music Central Europe and Deutsche Grammophon, who will also receive a seat on the advisory board of Pop House, as the representative for Universal Music.

Commenting on the arrangement, Sundin said: “I’m profoundly proud and thankful to be able to continue my working relationship with Frank Briegmann and the excellent UMG Nordics family as I step in to my new role, and for the opportunity to embark on a new endeavor in the entertainment business as CEO for Pop House Group.”

Briegmann added: “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. 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.”

Pop House Sweden’s launches thus far have included the Pop House Hotel and the dinner show Mamma Mia! – The Party. It’s also behind the opening of Stockholm’s ABBA: The Museum and the Cirkus concert venue.

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