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Peter Astedt

International Booker,
Live at Heart/Musichelp
Trosa, Sweden
Live at Heart

Live at Heart is the biggest showcase festival in Scandinavia

More than 250 musical acts, 800 artists and 300 gigs at 25 venues. Live at Heart is the perfect festival for music and film lovers, artists and the music industry. It’s held every year on the first weekend of September. This year it will be held from August 30th to September 2nd.

Live at Heart is held in Örebro, located in central Sweden, close to Stockholm, Oslo, Copenhagen, and Helsinki. Live at Heart is a festival where musicians and the audience can meet. It’s also a festival where you can connect to representatives from the music and film industries. Live at Heart makes it possible for you to experience music of the highest quality in intimate venues - the way music is supposed to be experienced. We showcase music from all genres: folk, jazz, country, blues, pop, rock and heavy metal.

Over the past years Live at Heart has invited several acts they discovered at Canadian Music Week.

Peter Astedt

Peter 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.

He also started Distrosong, a digital distribution services like Music Base and the physical distribution company 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 8000 artists have gone through his systems

Today Peter is a board member of SOM (Swedish independent music producers, the equality of AIM (UK) and A2IM (USA)) and a board member of Mbin (Music business independent network).

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.

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.

In 2015, Musichelp became part owner of Sweden’s biggest showcase festival: Live at Heart, which was held on the first week of September in Örebro for the last seven years and offers a lineup of 250 bands from over 20 countries.

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, Candian Music Week, Caribbean Music, Live at Heart, Sync Summit London, Cutting Edge (NOLA), Rookie, Beatmeet, Golden Melody Awards, Tune in Tel Aviv and more. Also lectured on Linné University, Örebro University, Piteå Högskola, University of southern Mississippi, Loyola University, Kungliga Musik Högskolan, Boomtown, Musikmakarna and danish B-group.