About

Sundin started his career as a marketing manager at CBS Associated Records, now part of Sony Music, in 1989. He was promoted to the marketing director position in 1991. Soon, he left CBS Records and worked with national radio channel, Radio City, and Swedish commercial TV channel, TV4, as an artist manager. In 1998, he rejoined Sony Music Sweden as managing director. Three years later, in 2001, he became the managing director of Sony Music in the Nordic region.

Between 2004 and 2008, Sundin served as the CEO of Sony BMG after the merger between Sony and BMG. In 2008, Sundin joined Universal Music Sweden as the chairman and CEO. At Universal Music, he was a witness in the trial against The Pirate Bay co founder, Peter Sunde, in Malmo. In the same year, he became the first music label executive to partner with Spotify and thereby opened the door for the streaming platform. His instrumental role in the rise of Spotify is portrayed in the Netflix drama, The Playlist.

In 2010, Sundin signed Avicii to Universal Music, where Avicii in 2011 released his track, Levels. In August 2019, Sundin joined Pophouse Entertainment, an entertainment company cofounded by Conni Jonsson and ABBA member Björn Ulvaeus, as the CEO. Under his tenure, Pophouse Entertainment has among other things acquired the publishing and recording rights of Swedish House Mafia in March 2022 and bought Swedish podcast producer Perfect Day Media.

Sundin is chairman of the ABBA Voyage company, a concert residency started by the Swedish pop group ABBA in 2022. In the concerts, ABBA is represented by 'ABBAtars,' virtual avatars of the band as they were in 1979. The concerts are held in the Queen Elizabeth Olympic Park in London at a specially constructed venue known as ABBA Arena. Sundin had said they might lease their tech and arenas to other superstars in the future.