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Peter Astedt

International Booker,
Live at Heart/Musichelp
Trosa, Sweden
Peter Åstedt has been working in the music industry for over 25 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.

One of the bigger achievement was to place artists to 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,, New Music Seminar, Canadian Music Week, CMJ, Musichelp had then already been a partner in the music conference Trigger Creative Conference in Borlänge, Sweden. They also 2011 moved over to take care of the conference part of Live at Heart in Örebro, Sweden. Today Peter is Senior adviser and oversees both conference as well as booking.

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 2010. 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 Peter is a board member of SOM (Swedish independent music producers, the equality of AIM (UK) and A2IM (USA)) He has also been president of Sinderella (Swedish independent record labels association) in the years (1999 to 2005) 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.

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