The company’s units in Denmark, Norway, Sweden, Finland, and the Baltics will unify under what Universal has dubbed the ‘One Nordic‘ model. The new structure sees Universal replace its traditional country-based leadership model in the Nordics with what it describes as “one unified, cross-Nordic setup”.
Joakim Johansson, President Universal Music Nordic Region, will continue to lead the unified region, reporting to Frank Briegmann, Chairman & CEO Universal Music Central Europe and Deutsche Grammophon.
Universal says that its new operational approach in the region will allow the company “to deploy top expertise and resources to where they create the most impact, regardless of geography” and the “new model connects local teams into one regional network built on ownership, accountability, and innovation”.
Designed specifically for the region, the One Nordic model, according to Universal, “unlocks scale, agility, and cultural collaboration across the Nordic markets,” which it says, “will deliver greater cut-through for artists in the wider European and global markets”.
Commenting on the new operational structure, Frank Briegmann said: “One Nordic is a bold and forward-looking step that reflects both the strength of the region and its ambition to lead.”
Peter Rigaud“By moving beyond country-based structures and embracing a unified regional operating model, Universal Music Nordics is setting a new benchmark for how we scale expertise, unlock collaboration, and deliver even greater impact for artists across the region and Europe.“
Frank Briegmann
He added: “By moving beyond country-based structures and embracing a unified regional operating model, Universal Music Nordics is setting a new benchmark for how we scale expertise, unlock collaboration, and deliver even greater impact for artists across the region and Europe.“
According to Tuesday’s press release, at the core of the new structure are four “vertically integrated” divisions: Recorded Music, Live Entertainment, Artist Management and D2C.
Key leadership appointments of the new divisions include the following:
Recorded Music will be led by Bjørn Rogstad, Managing Director, Recorded Division. Rogstad will oversee a restructured set of labels throughout the region, alongside a “revamped Catalogue and International division,” all operating according to Universal, “under a shared Nordic vision”.
Live Entertainment, United Stage, remains under Jimmi Riise, Managing Director, Live Division, which Universal says will “expand regional integration between artists and audiences”.
Artist Management & D2C will be spearheaded by Casper Bengtson, Managing Director, Artist Management & D2C. Universal says that it is “building a next-generation Artist Management Collective and fan engagement engine in the region”.
Creative & Commercial Services will be led by Jael Steinberg, General Manager, Business Operations. According to Universal, “this newly combined vertical will be merging marketing division Amplify and commercial functions into one Nordic network”.
Finance will be consolidated under Erik Backman who will continue to serve as CFO for the full Nordic region, “driving financial alignment and performance across all markets,” Universal said on Tuesday.
People, Inclusion & Culture (PIC) will be led by Martha Åhlund, Senior Vice President PIC, who Universal said will “support all business verticals with an aligned Nordic people strategy rooted in trust, accountability, and growth”.
Universal said that each division will “draw from a shared Nordic services platform, unlocking access to expertise, data, and capabilities across all markets”.
Universal said on Tuesday (March 10) that its new operational model in the Nordic region will “help deepen the connections between artists and their audiences by offering career-spanning, full-spectrum support, from creation to performance to fan engagement”.
“With One Nordic, we are changing how we build and run music entertainment across the Nordic region. This is about reflecting how artists actually create, how fans engage, and how the business needs to operate in our region today.”
Joakim Johansson
Joakim Johansson, added: “I’d like to congratulate my colleagues on their new roles as we take this next step together.
“With One Nordic, we are changing how we build and run music entertainment across the Nordic region. This is about reflecting how artists actually create, how fans engage, and how the business needs to operate in our region today.
“By removing silos and working as one team, we can move faster, think bigger, and create more impact for artists and fans alike. I’m confident this model is better for our artists, better for their fans, and better for the people in our team building the future of our business.”
The move arrives two years after Universal Music Group unveiled a restructuring of the company’s labels in the United States.
In March 2024, UMG’s frontline West Coast label groups – Interscope Geffen A&M, and Capitol Music Groupconsolidated under the new name of Interscope Capitol Labels Group (ICLG).
That same month, UMG’s East Coast-based labels, including Def Jam, Island, Mercury, and Republic were officially restructured around a “central operational hub” called Republic Corps.
Universal Music UK, meanwhile, changed its company structure in October 2024, which saw the merger of two renowned London-based frontline labels: Island Records UK and EMI.
Universal Music Group confirmed details of a “re-designing” of its organizational structure in February 2024, which it said will generate EUR €250 million (around USD $290M) in annual cost savings.
UMG’s Boyd Muir confirmed last summer that UMG expected to be around two-thirds of the way through this two-phase plan by the end of calendar 2025.
Universal isn’t the only major company to announce a new structure for its operations in Europe.
In October, Warner Music announced a significant change to its Central European operations.
The company combined its recorded music businesses in Benelux (which includes the Netherlands, Belgium, and Luxembourg), including Spinnin’ Records, with those in Germany, Switzerland, and Austria (GSA) under the Warner Music Central Europe banner. Niels Walboomers was appointed President of the expanded WM Central Europe region across those six countries.
Elsewhere at Warner Music, in the UK, the company’s flagship Atlantic and Warner Records UK labels started working more closely with their US counterparts last year, with UK label heads reporting to US leadership.
