Per Sundin had seen the future. Then the President of Universal Music Nordic, Sundin was invited to Ibiza to see Swedish House Mafia play their 2008 residency at Pacha. “It was like, ‘When are they going on stage? Half past two? In the morning? Oh my god,'” recalls Sundin, who at this time was not yet fully steeped in dance music’s late-night culture. At Pacha he ventured onto the dancefloor amidst a massive crowd “fist-pumping towards the DJ booth.” It was then he knew: “This is the future of pop.” Back in Stockholm, Sundin looked around for his own dance act to sign, eventually connecting with a young Swe
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