Niklas Brantberg is Spotify’s new Nordics boss after leading Overtone Studios, which releases Johan Röhr’s music. Brantberg arrived after 12 years across Epidemic Sound and Overtone. Before becoming Overtone CEO, he led music work and handled sales and streaming deals at Epidemic.
And his old label has a weird backstory. Röhr used 50 composer aliases and at least 656 made-up artist names. His music logged about 15 billion Spotify plays. Brantberg has said many names came from past projects that were no longer active.
His Spotify agenda is pretty broad. He wants stronger ties with Nordic artists, writers, labels, publishers, and other creators. Global growth for Nordic talent is another aim. AI and platform responsibility are also on his radar.
Spotify already has huge reach. Premium membership hit 300 million, while monthly users reached 777 million. Europe made up 36% of paid members. Nearly 100 million people also used its anniversary feature within six days.
And his old label has a weird backstory. Röhr used 50 composer aliases and at least 656 made-up artist names. His music logged about 15 billion Spotify plays. Brantberg has said many names came from past projects that were no longer active.
His Spotify agenda is pretty broad. He wants stronger ties with Nordic artists, writers, labels, publishers, and other creators. Global growth for Nordic talent is another aim. AI and platform responsibility are also on his radar.
Spotify already has huge reach. Premium membership hit 300 million, while monthly users reached 777 million. Europe made up 36% of paid members. Nearly 100 million people also used its anniversary feature within six days.
