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Manager Spotlight - Petri H. Lunden

Posted by MMF on Sep 12, 2011 | 0 Comments

Petri H. Lundén is the executive chairman of Hagenburg and also chairman of the international manager organization IMMF (International Music Managers Forum)
Hagenburg is the biggest management in the Nordic region with clients such as Europe, The Cardigans, Peter LeMarc, Neverstore, Anette Olzon and more. Part from artistemanagement Hagenburg also represents many of Swedens biggest TV- and radiohosts and sportstars.  

What inspired you to want to be a manager?
- I´m not sure that it was necessarily inspirational but rather a necessity and lack of professional management available for artists I was booking at the time. It was simply a matter of learning by doing, a punk ethos that I still strongly live by.  
What was your first industry job and how did you get it?  
- My first steps we´re as self-employed promoter some 30 years ago, however after a few years I was headhunted to become the talent-buyer for Sweden´s then biggest music festival “Hultsfred”, a job that I got stuck with for 10 years.  
What determines your desire to work with an artist?  
- In my book it´s simply to add value, the artists are artists but they are not runners of businesses which is something that I have skills in so when the two skills meet and are optimized that creates an opportunity to succeed, it´s very hard to do one without the other in the music-industry. If the question is more related to a specific artist it´s like mentioned above, the question I ask myself after the initial meeting(s) is “can I add value?” – if yes and the artist has ambition then it´s worth trying.  
In your opinion, what makes a great artist “great”?  
- It´s different artist to artist however I´d say that a healthy dose of egoism is very useful, they should want to succeed, they should crave to be loved by the potential audience and they should be able to move people with their music and presence. If that’s nicely packaged then you get a shot to succeed.  
What is your greatest professional challenge today?  
- That’s a very broad question but I see it the other way actually, what´s the great professional opportunities out there today, and my answer to that is “plenty” actually more than I have ever experienced before. The control has moved closer to the artist and now we know more, can do more and actually, if we´re reasonably good at what we do and have an artist that is willing to challenge the old models, we´re actually even making more money to the artiste and consequently ourselves.  
How did your business transform over the last several years?  
- An UK based colleague of mine, Cerne Canning who manages Franz Ferdinand amongst others, said it very well: “if we used to do 5 things we now do 50” and that’s basically down to that most of the labels we used to be signed to are in comparison understaffed, and the things that need to be done still needs to be done and at the end of the day it´s the managers responsibility to get it done so there you go…  
Where do you see this business 5-10 years from now?  
- Preferably from behind sunglasses, slightly tipsy in a reasonably warm place J  
What is the best advice you have received over the years as a manager?
- Oh there´s plenty but some sayings that I still use, are “it´s not a matter of if you´ll be fired as a manager but rather when”
and “the only way to make someone truly understand what you´re doing for them is by stop doing them”  
What would you tell a new manager coming into the business today?  
- Don´t do it J Jokes aside, be prepared, find knowledge and remember who you work for, but that does not make you a slave for your client, you´re the manager and that involves managing, not carrying guitar-cases nor drumsticks unless your client is armless.  

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