Sweden’s Pophouse is investing in music rights, as it adds Airbnb and EQT execs to its board

The Pophouse board survey the ABBA Stadium in London

Pophouse, the Swedish entertainment company led by former Universal Music Sweden boss Per Sundin, has added some impressive names to its Board of Directors – and says it’s starting to make investments in music rights.

Pophouse was co-founded by ABBA’s Björn Ulvaeus in 2014, principally as a way to create unique live events that encapsulate and promote the ABBA brand.

It’s since build on those beginnings to build a portfolio of properties that include the world’s largest gaming and digital culture hub, Space, in Stockholm, in addition to the Avicii Experience, as well as ABBA The Museum – a Stockholm-based tribute to the record-breaking Swedish band.

Perhaps Pophouse’s most ambitious project to date is London’s ABBA Stadium, which will house a year-round ABBA Voyage concert from May this year.

Interestingly, in a media release issued today (February 17) Pophouse says it is now also “moving into IP investments, particularly music rights, through several strategic acquisitions and development projects”.

We are promised more news on that intriguing little teaser soon enough.

Joining the Pophouse board ahead of that – and the long-awaited ABBA Voyage concert launch – are Catherine Powell and Alexandra Lutz.

Powell is currently the Global Head of Hosting at Airbnb, and was formerly Disney’s President of Parks, Western Region.

Alexandra Lutz is a partner at investment firm EQT, whose investments include Swedish music success story Epidemic Sound.

Other Pophouse board members include the firm’s Chairman and former Manchester United executive, Michael Bolingbroke, who is Executive producer for ABBA Voyage.

Bolingbroke previously served as CEO of FC Inter Milan between 2014 and 2016, and was the SVP of Shows at Cirque du Soleil from March 2001 to 2007.

In addition, Pophouse’s board comprises the firm’s co-owners, Conni Jonsson and Björn Ulvaeus, plus Universal Music Group‘s Chairman & CEO of Central Europe, Frank Briegmann, and the former CFO of SEB, Per-Arne Blomquist.

Discussing the new additions to Pophouse’s board, Björn Ulvaeus, said: “Alexandra brings world-class experience in digital growth that will help our brands expand their businesses.

“Catherine will provide us with extensive knowledge of entertainment and customer experience that will be valuable in creating even better experiences throughout our group.”


Björn Ulvaeus

Conni Jonsson commented: “Michael [Bolingbroke]’s multiple experiences from developing global household brands reaching huge audiences, both live and digitally, has already proven highly valuable for Pophouse.

“His extraordinary ability to create commercial value in artistic environments supports our ambition to become a global powerhouse in entertainment.”

Upon its release in November 2021, the ABBA Voyage album sold in excess of 1 million combined album units in its first week worldwide, topping charts in 18 countries.

The record was ABBA’s first studio albums since The Visitors, which was released  November 30, 1981.

The ABBA Voyage concert will see the band perform as digital avatars at their own purpose-built ABBA Arena at Queen Elizabeth Olympic Park in London.

They will perform a set-list of ABBA’s greatest hits along with two songs from Voyage, I Still Have Faith In You and Don’t Shut Me Down, alongside a ten-piece live band.Music Business Worldwide

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