Peter Astedt


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, Deutche 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 2010 moved over to take care of the conference part of Live at Heart in Örebro, Sweden.

2015, Musichelp became part owner of  Live at Heart, Scandinavia’s biggest showcase festival which is held in the first week of September in Örebro since 2009. The festival offers a lineup of 250 bands from over 20 countries. they are also co-working with 10 other festivals around the world. Today Musichelp is the senior adviser on Live at Heart and taking care of booking and the conference.

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 board member of Mbin (Music business independent network) for 5 years. Musichelp is also a member of the Swedish publishers (Musikförläggarna).

Over the years, Peter has spoken and been on panels at several international music conferences like SXSW, Midem, CMJ, Future Music Forum, Trigger Creative Conference, Sync Summit NYC, Canadian Music Week, Caribbean Music, Sync Summit London, Cutting Edge (NOLA), Rookie, Beatmeet, 2112 Chicago, Golden Melody Awards, Tune in Tel Aviv, Youbloom Los Angles, Youbloom Dublin, Mastering The Music Business, Westway Lab and more. Also lectured on Linné University, Berklee College of Music, Örebro University, Piteå Högskola, University of Southern Mississippi, Loyola University, Kungliga Musik Högskolan, Boomtown, Estonia Music Export, Musikmakarna and Danish B-group.

He has been involved in working to structure cities to become music cities.

Songs he has worked with having over a billion streams on Spotify alone.

Peter also writes the popular music blog


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