January 28, 2009

By By Jen Wilson, London

Sony Music Sweden has joined with Stockholm-based publishing and management company Mr Radar to launch a new artist development label.

The Svedala label will be operated by Mr Radar in separate offices, but will utilize Sony Sweden's management, promotional, marketing and sales teams. It is fully owned by Sony Music.

Mr Radar's team will report to Sony Sweden CEO Hasse Breitholtz in Stockholm as well as Sony Music International in London.

"This collaboration is one of our ways of taking one huge step forward in strengthening A&R, both locally and internationally, and thus embracing our future as an entertainment company," said Breitholtz in a statement.

Per Lindholm, head of A&R at Sony Sweden, will join Mr Radar as a partner to work on Svedala from Feb. 1.

The venture is one part of an A&R-focused, long-term agreement between Sony Sweden and Mr Radar which includes artist development, talent scouting, cross rights income development and master delivery.

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