Peter Astedt

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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, United Airlines, 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 biggest achievements was getting artists to play at the Olympic Games in London 2012. As, well he 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. He was also part of Musikförläggarna (publisher union) for Musichelp Publishing.

Over the years, Peter has spoken and been on panels at over 60 international music conferences.

He has been involved in working on structuring cities to become music cities.

Songs he has worked with have had 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 now on Future Echoes newsletter he has also worked as a music journalist for several international publications and he has worked as chief editor on several. He has also had several radio shows and hs have been station manger for radiostations.

He has started the new non-profit showcase festival company “Discover Sensation” 2019 and with that created the International showcase festival Future Echoes.  He is also the jury and curator of several other showcase festivals around the world.

Peter has spoken at these showcase events:

Amplify:LX – Luxembourg

Athens Music Week – Greece

Bangkok Music City – Thailand

Beatmeet – Sweden

Break Out West – Canada

Canadian Music Week (CMW) – Canada

Caribbean Music – Barbados


Cranc Festival – Spain

Cutting Edge (NOLA) – USA

Culture Collide – USA

ESNS – The Netherlands

Fira B! – Spain

Future Echoes – Sweden

Future Music Forum (FMF) – Spain

Golden Melody Awards (GMA) – Taiwan

Golden Melody Festival – Taiwan

Indie Week – Canada

Lilla By Fetsivalen – Sweden

Live at Heart – Sweden

Live at Heart Västerås – Sweden

Live at Heart Newfoundland – Canada

Mastering The Music Business (MMB) – Romania

MENT – Slovenia

Medimex – Italy

Midem – France

Mondo NYC – USA

Music Showcase Greece – Greece

Music Export Conference – Poland

MU:CON – Korea

New Skool Rules – The Netherlands

Norrköping Music Day – Sweden

Nouvelle Prag – Czech Republic

ONGEA! – Kenya

PIN – North Macedonia

Pitch Scotland – UK

Rookie – Sweden

Reeperbahn – Germany

SIM Sao Paulo – Brazil

Sonic Visions – Luxembourg

SPIKE – Bulgaria

Sync Summit NYC – USA

Sync Summit London – UK


Swiss Live Talents – Switzerland

Tak brzmi miasto – Poland

Trigger Creative Conference – Sweden

Tokyo International Music Market (TIMM) – Japan

Tune in Tel Aviv – Israel

Waves Vienna – Austria

Westway Lab – Portugal

Wide Days – UK

Youbloom Los Angles – USA

Youbloom Dublin – Ireland

Also lectured on these schools/Institutions:

2112, Chicago – USA

Berklee College of Music -USA

Boomtown – Sweden

Danish B-group – Sweden/ Denmark

Estonia Music Export – Estonia

Royal Music Acadamy – Sweden

Linné University – Sweden

Loyola University – USA

Musikmakarna – Sweden

ICMP (The Institute of Contemporary Music Performance) – UK

Piteå Högskola – Sweden

Örebro University – Sweden

University of Southern Mississippi – USA

STIM ( PRS of Sweden) – Sweden

Has been judging on:


Muzikālā Banka


Partille Rocken

Western Canadian Music Award

Special Bio

With over 35 years of experience in the music industry, Peter Åstedt has established himself as a prominent figure. At the young age of fifteen in 1990, he founded Dead Frog Records, which remains one of Sweden’s oldest and most enduring record labels to this day.
Peter has been at the forefront of the digital revolution within the music industry, uploading his first mp3 in 1995 and contributing to the development of one of the first legal platforms for mp3 sales. His expertise spans across all facets of the music industry, from digital distribution to the creation of sales systems for physical distribution.
His diverse portfolio includes serving as a music supervisor for major projects and overseeing the music for the world’s largest advertising campaign. His music has been featured in prestigious events such as the Olympics, Super Bowl, Milano Fashion Week, as well as numerous movies and TV series. Peter has also made significant contributions to publishing and has conducted writing camps for established stars.
In addition to his roles as a manager and business developer, Peter actively collaborates with cities to foster music development. His roster boasts legendary artists, and he has act as a consultant to some of the world’s largest record labels. Peter’s expertise and reputation have led him to speak at over 60 showcase festivals worldwide, including the five largest events in the industry. He has also been a guest teacher at leading music universities globally, solidifying his influence and knowledge.
Peter’s extensive network in the music industry is built on his annual participation in more than 40 conferences worldwide. Furthermore, he curates and books several showcase festivals across the globe, further showcasing his ability to curate and present exceptional musical talent.
Peter shares his insights and perspectives through his popular music blog.

Short Bio

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. Over the years he has started several companies in different fields in the music industry like PR, Publishing, Distribution, Sync placements, Management, Festivals, and Artist Development. Today he oversees several of the departments on Musichelp which is an umbrella company of different companies in the music industry.

Peter has also been involved in working to structure cities to become music cities. He has worked with five of the top twenty most-streamed songs in the world. He writes the popular music blog.

500 character bio

Peter Åstedt has been working in the music industry for over 30 years. Over the years he has started several companies in different fields. The newest company is “Discover Sensation” 2019 under Musichelps umbrella.

Over the years, Peter has spoken at the biggest and most influential international music conferences around the world. Songs he has worked with have over a billion streams on Spotify alone.

Peter manages acts, he looks for talent in his publishing agency and book artist to over 15 different stages around the world.

Peter also writes a popular music blog 



Future Echoes

Discover Sensation


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