Music2Deal: Lasse, you’re the exclusive representative for Music2Deal across
several Scandinavian countries. How do you feel about the
responsibility of handling multiple countries simultaneously?
Lasse: I have spent many years in various prominent positions within the music
industry across Scandinavia. Originally from Stockholm, Sweden, I resided and
worked there until 1988. Subsequently, I lived and worked in Oslo, Norway, for
11 years, and I have been based in Copenhagen, Denmark, since 1999. The late
Keith Flint once kindly called me the Scandinavian father in his distinctive Essex
accent.
Music2Deal: What brought you into the music industry? How did your journey
in this field begin?
Lasse: I began my musical career at an early age. My elder sisters & brothers pushed
my musical taste with The Beatles, The Rolling Stones, Simon & Garfunkel, Cat
Stevens…, and my mom & dad’s early Jazz from the ’40s and ’50s & ’60s. I was
brought up with a singing family playing various instruments.
Later I found my own musical taste and when disco, reggae & punk really took
off, in the ’70s, I started DJ’ing, at the age of 15, at our local youth club, and
later also played in various band constellations on my guitar that my sweetest
big brother bought and taught me about when I was 10. My journey continued
as I assisted bands on tour, maintained my DJ’ing in clubs, and worked in
record stores. In the vibrant 1990s, I launched a music distribution company
and was later recruited, along with ten others, to establish Playground Music
Scandinavia in 1999. From 1999 to 2002, I served as the Scandinavian Label
Manager for Mute Records UK, before founding my own company in
Copenhagen the same year.
Music2Deal: As both a music publisher and record label owner, could you
reveal some behind-the-scenes strategies for how you discover
new talent? What are the key things you look for?
Lasse: Initially, I focus on listening. Next, I assess the artist’s performance, considering
both their musical and visual presentation. This includes evaluating their
engagement in the social metaverse, as well as their audience and fanbase.
It’s intriguing to picture you in an office, identifying new talent.
Music2Deal:How do you operate in this role?
Lasse: I certainly look for great music daily throughout the entire musical spectre.
Often I receive great music by great artists too.
Music2Deal: So, am I right in imagining you working from an office while
managing the talent scouting?
Lasse: I use to have a proper office with a desk, posters and gold & platinum discs on
the wall, a huge record collection and a fancy listening department. The days of
traditional office settings are behind me; now, I can work from virtually
anywhere in the world using my powerhouse computer. With my headphones on, I engage in communication, marketing, promotion, distribution, licensing,
publishing, legal contracts, and all the other enjoyable tasks that come with my
role.
Music2Deal: How do you determine if something is fresh and current? What’s
your method for staying in tune with industry trends?
Lasse: I listen to my heart, really. I trust I can hear and feel what’s great and not. It has
to be genuine. All others are already too many.
Music2Deal: After your workday, do you head to the studio to continue making
music, or do you unwind in other ways?
Lasse: Sometimes I play my guitars or make music on my computer. I love making food,
drink good wine and play tennis too. I also study lots of other things in life from
the blockchain to vibrational Schumann resonance, and I have a deep
appreciation for music from diverse cultures, including jazz. As I grow older my
focus increasingly shifts towards the metaphysical aspects of existence.
Music2Deal: What advice would you offer artists on Music2Deal.com to help
them succeed in the music industry?
Lasse: I would ask them to work hard. Believe in what they do. Make them understand
that thing’s might take time but with great courage and strong beliefs they
might be able to live and work with what they love. And of course also share
the insights and resources I’ve gained from my extensive experience in music
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