Peter Åstedt has been working in the music industry for over 30 years. He started his own record label, Dead Frog Records, at the age of fifteen in 1990. Early 2000 he started the Digital distribution services Musicbase and Distrosong. He started the company Musichelp Sweden. Today Musichelp is the senior adviser on Live at Heart, biggest showcase festival which is held in the first week of September in Örebro since 2009, taking care of booking and the conference.