VIP newsletter September07.indd - VIP-Booking

VIP newsletter September07.indd - VIP-Booking

VIP- News - S e p t e m b e r 2 0 0 7

Hagenburg Acquires Petri Lunden’s Talent Trust

Allan McGowan

Hagenburg, the Law, Media and Management

Company based in Gothenburg,

Sweden has acquired Talent Trust, founded

by Petri H. Lundén who now assumes

the role of Chairman of the Board of what

is now the largest management for artists

and TV show hosts in the Nordic regions.

The new Hagenburg will be divided into

three different departments: Management,

Media and Law and will be located

in both Gothenburg and Stockholm.

Amanda Spaner will run the Law department

from September 1. Amanda was

educated from England and Sweden and

has worked politically in the US and at

Setterwalls law firm in Stockholm. The

department is specialized in media and

copyright law and represents clients

Kentaro in Sweden and the Hultsfred Festival


Also, via Petri H. Lundén, the Company

now represent guitar brand Gibson’s artist

relations in the Nordic area, the TV

rights for the Hultsfred Festival, Swedish

Football Association s official European

and World Championship records

and also arrange the yearly Ryttargalan

equestrian event in Sweden.

Hagenburg, the Law, Media and Management

The Management division will be run by

Henrik Johnsson and Petri H. Lundén, who

brings his existing artists; The Cardigans,

Europe, Peter LeMarc and Danish rock

band D A D to the new company which

already represents Sarah Dawn Finer, The

Poodles, Torgny Melins, Sebastian, Daniel

Lindström, Film On Four and Alcazar. Henrik

Johnsson commented, “Talent Trust and

Hagenburg have worked in different parts

of the same jungle. Together we will have a

broader field to play in which gives us larger

opportunities and more room to develop our


The new Media department run by Mathias

Andersson represents media personalities

Alice Bah, Anders Lundin, Anna

Lindmarker, Annika Lantz, Charlie Söderberg,

Claudia Galli, Elin Ek, Gry Forssell,

Henrik Johnsson, Linda Isacsson, Linda

Nyberg, Malin Baryard, Mathias Andersson,

Michael Alonzo, Nassim Al Fakir, Ola

Lindholm, Pontus Gårdinger, Richard Olsson,

Sanna Bråding, Sladjan Osmanagic

and Ulrika Eriksson.

Founded in 2003, Hagenburg is now

owned by Mathias Andersson, Henrik

Johnsson, Mark Leven, Petri H. Lundén

and the Kentaro Group.

Founder and partner Mathias Andersson

has been business manager for some of

Sweden s most well known TV show hosts

since 1997 founder and owner of book

keeping agency MA Production AB. Partner

of HUS a Scandinavian design store in

New York. He was elected Manager of the

Year 2004 by the Swedish Event Academy,

and hosted TV3 s Lyxfällan (The Luxury


Founder and partner Henrik Johnsson

has worked as producer and host for TV

and radio since 1996. Directed music videos

(Lars Win nerbäck, The Latin Kings,

Hardcore Superstar, Tomas Ledin etc.

and commercials (Fazer, Vasakronan etc),

and is a partner in HUS, ROHK (a chain of

stores that sell horse riding equipment)

and the Bomullsfabriken restaurant and

nightclub in Norrköping as well as chairman

in BRIS Children’s rights in society).

Chairman Petri H. Lundén founded booking

agency Motor, which was sold to EMA

Telstar in 1998, and booked the Hultsfred

Festival, Nalen, Storan and Gates of Metal.

As well as Talent Trust he also set up

TixDaq, (a price measuring tool for second

hand tickets on the Internet), Klick

Amanda Spaner

Track (MP3 shops) as well as other companies

within the entertainment sector. He

is also entertainment consultant for the

Swedish Football Association and guitar

brand Gibson, and remains on the board

of the IMMF (International Music Managers

Forum) and MMF Sweden.

Hagenburg has also completed an agreement

with partner Kentaro Group for the

exclusive rights to present music artists

at Kentaro s football and boxing events

which are broadcast all over the world.

In a press release Petri Lunden is quoted

as saying, “We now have enough power to

enter the global business arena and be able

to guarantee top artists for all of Kentaro s


VIP-News Speaks to Petri Lunden:

VIP-News: Is this expansion something

that you have been contemplating for

some time, or did you respond to the interest

in your organisation from Hagenburg?

Petri: Not really, the first meetings between

myself and Philippe Hüber of the Kentaro

Group took place in June and we agreed to

do a deal between us in that meeting. Simple

and lucrative, the way successful business

should be.



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