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Live Nation appoints new MD for Sweden

By | Published on Monday 30 March 2020

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Live Nation has appointed a new MD for its Swedish division. Mattias Behrer will join the firm in August. He is currently CEO of marketing group Dentsu Aegis in Sweden, and before that spent a decade at Viacom, including marketing roles at MTV.

According to IQ, Behrer says of his new gig: “I am very happy to lead Live Nation Sweden’s amazing team and continue to develop the experience for fans and partners – before, during and after the event”.

Seemingly confident that there will still be a live music industry by the time he arrives in August (fingers crossed everybody!), he goes on: “The live music industry is an extremely exciting area with great potential and a very interesting business model that brings together fans, artists and brands and creates experiences to remember for life”.

He will report in to Live Nation’s President of Europe John Reid, who adds: “We are very pleased to welcome Mattias to the team. With his extensive background in business and with expertise in marketing to young audiences, it is no doubt that he will be a strong addition to Live Nation Sweden”.