I’m Seeking an Artist That Wants to Break Big! (Part 1)

Fri Apr 03
Peter Åstedt

After 30 years working with major stars (yes, I worked with four of the twenty most streamed songs worldwide) and with small upcoming acts (I have started two of the biggest showcase conferences in Scandinavia). I know how to make an artist successful and get them to be a major star.

The problem is not how to know how to do it. The problem is to be able find the raw material to mold an artist to become that star. In many cases right now the industry just takes chances. Throw out a hundred artists and then see what sticks and how long we can take them and then dump them when they get tired. That is not how you build a new Michael Jackson or Queen. And the industry knows that. The fact is that the new industry has a hard time to find the material, because it’s trying to hold for a longer race. 

What do I look for then? In three story episodes,  I will try to explain that. Because I just can see that hundreds of artists right now think they are the ones I’m looking for. But like Carly Simon sang, You’re so vain. Here is the criteria.

If You Ain´t First, You´re Last

Fri Mar 27
Peter Åstedt

Why do everything just halfway? What’s the point of going to a just one day on a four-day conference? Why just write a perfect song and then record it on an 8 track recorder with the worst possible sound? Or not having an ok song and then enter Abbey Road and think they will fix the problem.

If you can’t afford the whole thing. Either don’t do it or put everything on the same level. I don’t  know how many times I have had an artist approaching me with a recording for 10,000 dollars and I ask how much you will spend on PR? And they have spent all their budget on their recording.

Or artists that take all their money going on a showcase festival and can only stay there the one night they play with no one else to pick up the contacts. And they spent all their money so they can’t even follow up any opportunity the festival actually gives them.

Too many don’t really get things done in full. They cut corners and think it will work. And, it’s actually doing the full job is the things that actually get you somewhere, the half-done job is just a waste of money.

It’s the End of the World as We Know It – Not the End of the World

Fri Mar 20
Peter Åstedt

For all of us, the news and writing around the Corona Virus (Covid-19)  seems overwhelming right now. And yes, I wrote about it when SXSW closed. The truth is that no one really knows what is going to happen. And it might not be as bad as you think.

This will be like 9/11 - ‘a before and after’ Covid-19.  9/11 affected a lot of security and border issues, Covid-19 will directly affect the music industry like nothing really before.  Record labels, studios, and publishers will be fine. Here it is the live industry that will get hit the hardest. The live sector is still the biggest part of the music industry, over fifty percent in most parts of the world. Also, this sector hasn’t had problems like this ever before. Just that we closed smaller gig places. That hasn’t affected the big companies, Covid-19  has now just affected everyone big time.

Don't Bail Out Too Soon

Fri Mar 13
Peter Åstedt

We have done so many free gigs we really need to get paid for this tour.

I was talking to a manager. She had asked me to give some advice on festivals this summer and I had asked for the conditions on the tour. This was a hard-working project. Both the band and the manager had put up both money and time to get things going. But in so many ways, they had spread the cost in different ways and now the shortage of cash was stopping them to get on the tour they needed.

The problem, in this case, was that they had spent money on things they really didn’t need to spend that much on. Early in a career you really must be a cheap bastard that no one likes and actually save it for the future. The hard part is to be able to tell when you should spend and when you should not?

Self-Sabotage and the Damager

Fri Mar 06
Peter Åstedt

“We had a discussion and feel that posting on social media is not our thing.”

“We like more to be a secret band and then people will post more about us!”

The band I worked with had one of these famous meetings. The ones where they sit in the rehearsal room picking up things from some random dude, like the clerk at the local music store, gave them some tipoff that is totally insane.

Yes, it sounds like a cool idea to be this secret band. In reality, it’s career suicide. Why is it attractive? The main reason is that the band is lazy and really doesn't have the stamina to keep things up and alive. Then this stupid idea sounds really attractive.

As a manager, I can fight this idea. Then, of course, I'm the idiot that doesn't get this new cool thing. Or I can let them try it and slow down their career by a couple of years. And then it’s always a possibility that they quit.

Peter Åstedt How Swede It Is!

Fri Mar 06, 2020
The Last Surviving Peter Astedt Band Pic
The Last Surviving Peter Astedt Band Pic

You may not know the name Peter Åstedt but if you’ve been to a major music festival anywhere on the planet in the last 10 years or so, chances are real good you’ve seen him there, doing his usual networking, connecting and introducing his colleagues to each other.

“I probably attend close to 50 musical festival events a year around the globe as a panellist and ambassador for my birth country,” Åstedt said from his home in Sweden. 

The amiable Åstedt is a wealth of knowledge and wisdom and his unassuming approach to his interactions with his associates and panel mates is a large part of his success.