AEG hires Peer Osmundvaag to run new Norway office

AEG Presents is expanding to Norway with a new Oslo office led by Friction and Atomic Soul Booking founder Peer Osmundsvaag.

Osmundsvaag, who brings 35 years of live entertainment and event promotion experience to the company, was a founding partner of All Things Live, serving a five-year-stint with the Nordic live entertainment giant prior to returning to independence in 2024.

He will take on his new role from 1 March and will report to AEG president and CEO of Europe and Asia-Pacific Adam Wilkes.

“Having been lucky enough to work as AEG’s partner since 2006, I’ve come to see them as family—an inspirational and like-minded partner who have played a pivotal role in my career,” says Osmundsvaag, “After nearly two decades it feels both natural and exhilarating to engage on this new chapter together. I look forward to assembling the very best team of people I’ve encountered in my 25 years in promoting, blending seasoned expertise with fresh energy to create a dynamic, experienced and energetic team to take on the future together.”

“Peer brings a wealth of unparalleled experience to this new position and regional office”

Osmundsvaag began his career in 1989 as a DJ and party promoter, before switching to concert promotion and founding Atomic Soul in Norway in 2001. While at Atomic Soul, he worked with international acts as Eminem, Prince, Robbie Williams, Justin Bieber, Rammstein, Lana Del Rey, Jerry Seinfeld, 50 Cent, Snoop Dogg, David Guetta, Swedish House Mafia, Aviici, Sam Smith and Jamie XX, among others.

“Peer brings a wealth of unparalleled experience to this new position and regional office,” adds Wilkes. “As AEG Presents continues to focus on global expansion at such an exciting time for live music and events, this marks an important next step for our European business. Having Peer on board to further build our company presence in Scandinavia enables us to better serve artists and audiences across the region. I’m excited for what’s to come.”

In 2007, Osmundsvaag co-founded and co-booked Norway’s Hove Festival in addition to booking club Quart in the late 90s.
He also founded Oslo’s inner-city festival Piknik i Parken (PiPFest) in 2014, and in 2017 was awarded Oslo’s Culture Prize by the city’s mayor for contributions in establishing Oslo as one of the world’s leading concert cities.

He oversaw the two largest ticketed live music events in Norway’s history – Eminem at Oslo’s Voldslokka, which drew 55,000 people in 2018, and Rammstein, who pulled 60,000 fans to Bjerke Travbane horse track in 2022.

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