Founded in 2022
About MPG
How it all started
Music Partner Group was founded in 2022 by Sebastian Hetland and has since grown into one of Norway's most forward-driven management companies for artists with global ambitions.
The early years were dedicated to experimentation — testing, learning, and understanding what truly works in an industry that never stands still. Through hands-on experience, structure, and close collaboration with our artists, we have built a system that supports growth both creatively and strategically.
A defining moment
EFFIE at Tomorrowland
A defining moment came with the signing of EFFIE ĐeFine, who made history in 2025 as the first female DJ from Norway to perform at Tomorrowland. Her international network, professionalism, and creative vision have been invaluable to our development and have helped shape the direction we take as a management company today.
Our philosophy
Artists as partners, not numbers
Today, Music Partner Group works closely with both emerging and established artists across genres. Our focus is on building careers that last — with a holistic approach where music, identity, strategy, visual profile, and brand are all connected.
Sebastian Hetland founded Music Partner Group with a vision of creating a company that doesn't treat artists as numbers or statistics, but as creative partners who deserve tailored guidance. We build long-term relationships rooted in trust and purpose.
With us, you don't just get a management team — you get partners who work relentlessly to ensure you not only reach your goals, but surpass them. From recording your first ideas to performing in front of thousands of fans, we are there to make the journey rewarding, strategic, and inspiring.
What we stand for
Long-term thinking
Careers are built over years, not weeks. We plan, execute and adjust with the long game in mind.
Creative partnership
Artists are not numbers or statistics. They are creative partners who deserve tailored guidance.
International outlook
Based in Norway, working across Europe and beyond. We open doors in the markets that matter.
Founder & CEO
Sebastian Hetland
ManagerSebb
Sebastian Hetland, also known as ManagerSebb, is the founder of Music Partner Group and a driving visionary in today's music industry. He is recognized for his strategic mindset, relentless work ethic, and ability to develop artists with a clear direction and global potential.
His journey began in Switzerland, where he took his first steps as a manager for the artist Hartzon. There, he gained firsthand insight into the realities of the industry — the opportunities, the challenges, and the pressure artists face when trying to maintain creative freedom. This experience sparked his ambition to build a different kind of management company.
Throughout his career, Sebastian has collaborated with high-profile names and contributed to major projects, including a release with Flo Rida. He has also worked with artists who have performed on some of the world's biggest stages, including Tomorrowland.
Today, based between Oslo and Amsterdam, Sebastian focuses on helping both emerging and established artists build sustainable careers, strong identities, and a distinct artistic expression. His vision is to develop talent that dares to think big, works hard, and carves out its own path in the global music industry.
Services
What MPG does for artists.
01
Artist Management
Full career management across releases, live, press and brand.
02
Booking & Touring
Festival and club bookings, tour routing and live strategy.
03
Brand & Identity
Visual identity, positioning and brand development.
04
Release Strategy
Release planning, distribution and campaign execution.
05
Radio & Press
Radio shows, press coverage and editorial placement.
06
Artist Development
Long-term artistic growth, mentoring and creative direction.
We build careers that last
From recording your first ideas to performing in front of thousands of fans — we are there every step of the way.
Get in touch