Kniven PR

What Kniven PR does

Kniven PR is a Gothenburg-based boutique public relations agency that provides marketing and promotional services exclusively to musicians, artists, and record labels operating in or seeking access to the Swedish market. Founded in 2019, the company delivers an integrated six-module service offering: PR campaign planning for singles, EPs, albums, and tours; press material production including electronic press kits and social media plans; playlist pitching to streaming services such as Spotify and Apple Music; paid advertising campaign execution on Facebook and Instagram; media distribution to Swedish newsrooms, blogs, radio, TV, podcasts, and magazines; and ongoing artist advisory from pre-release through release day and beyond. The agency's core capability lies in its established relationships across Swedish media outlets, enabling preferential press access for its clients.

The company serves a distributed portfolio of more than 50 individual artists and bands alongside 30+ record labels spanning Swedish and international independent music. Client logos include Bella Union (UK), PIAS, Startracks, Crunchy Frog Recordings (Denmark), The Sign Records, Novoton, Gaphals, and Luftslott Records. Marquee clients include Moby's always centered at night label, Den svenska björnstammen, Emilíana Torrini, The Mary Onettes, and Märvel. Press coverage secured for clients has appeared in SVT, TV4 Nyhetsmorgon, GAFFA, Göteborgs-Posten, Pitchfork, NME, Brooklyn Vegan, and SPIN, demonstrating tier-one media access.

Kniven PR operates as a privately held, self-funded professional services firm with 1-10 employees based in Gothenburg, Sweden. Revenue is generated through project-based engagements priced per campaign, with prospective clients directed to contact the agency directly via its website (knivenpr.se) and email ([email protected]). The go-to-market motion is sales-led and direct-to-client, relying on the agency's website portfolio, Facebook (@knivenpr), and Instagram (@knivenpr) for client acquisition. The company does not disclose pricing publicly and has not raised external funding or executed acquisitions.

Name

Kniven PR

Legal name

Kniven PR

Website

https://knivenpr.se

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Kniven PR is a Gothenburg-based boutique public relations agency delivering integrated music PR, press material production, playlist pitching, paid social advertising, and media distribution services to 50+ artists and 30+ record labels operating in the Swedish market.

Ownership category

akta.pro rank

Product category

Music PR Services

NAICS

Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Publicity, PR & Media Relations (Artists) (MPAIAGAG)

akta.pro secondary industries

Digital PR & Social Media Communications (MPAAADAJ), Reputation Management & Online PR (BPAFADAN)

Keywords

• Music PR services
• Digital marketing
• Media outreach
• Playlist pitching
• Campaign planning

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. PR and Marketing Services for Musicians and Artists: Kniven PR generates revenue by providing a suite of marketing and PR services to musicians, artists, and record labels. Services include PR campaign planning for singles, EPs, albums and tours, press material production (press texts, EPK, social media plans), playlist pitching to streaming services (Spotify, Apple Music), advertising campaign execution on Facebook and Instagram, media outreach to newsrooms, blogs, radio, TV, podcasts and magazines across Sweden, and ongoing advisory and feedback throughout campaigns.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Kniven PR is a Gothenburg-based PR agency that delivers music PR, digital marketing, and campaign services for artists, musicians, and record labels in the Nordic region. The agency produces press materials, pitches tracks to playlists, runs advertising campaigns, distributes media content, and provides artist advisory support across Sweden and the Nordics.

Product overview

Kniven PR is a Gothenburg-based PR agency offering a unified suite of marketing and public relations services for musicians and artists in Sweden. The core offering consists of six integrated service modules: PR campaign planning (for singles, EPs, albums, and tours), press material production (press texts, EPKs, social media plans), playlist pitching to streaming platforms (Spotify, Apple Music, etc.), advertising campaigns on Facebook and Instagram, media distribution to Swedish newsrooms, blogs, radio, TV, podcasts, and magazines, and ongoing artist advisory. These services are designed to work together as a complete PR offering for the music industry, covering everything from campaign conception to release execution and long-term planning.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Clients have received press coverage in Swedish national media including SVT, TV4 Nyhetsmorgon, GAFFA, Göteborgs-Posten, and international outlets such as Pitchfork, NME, Brooklyn Vegan, and SPIN.

Named customers55 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

29 partnerships are on record, tiered core and minor.

• always centered at nightcoreChannel Partner/ Reseller/ DistributorThe record label founded by Moby in the US. Kniven PR provides PR services for the label's releases and activities in the Swedish market. The label focuses on uncompromizing emotional and atmospheric music, rejecting algorithm-driven culture.
• Bella UnioncoreChannel Partner/ Reseller/ DistributorUK-based independent record label co-founded by members of Cocteau Twins. Kniven PR provides promotional services for Bella Union artists in Sweden, including Emilíana Torrini.
• PIAScoreChannel Partner/ Reseller/ DistributorInternational independent music company. Kniven PR acts as the label's PR representative in the Swedish market.
• StartrackscoreChannel Partner/ Reseller/ DistributorSwedish independent record label. Kniven PR provides PR services for Startracks artists in Sweden, including Rome Is Not A Town.
• Welfare Sounds & RecordsminorChannel Partner/ Reseller/ DistributorSwedish independent label. Kniven PR provides PR services for TOMMA INTET, a Welfare Sounds & Records artist.
• Crunchy Frog RecordingsminorChannel Partner/ Reseller/ DistributorDanish record label. Kniven PR provides PR services for Sista Bossen, a Crunchy Frog Recordings artist.
• The Sign RecordsminorChannel Partner/ Reseller/ DistributorSwedish record label. Kniven PR provides PR services for Märvel, a The Sign Records artist.
• NovotonminorChannel Partner/ Reseller/ DistributorSwedish record label. Kniven PR provides PR services for Stilla Havet, a Novoton artist.
• GaphalsminorChannel Partner/ Reseller/ DistributorSwedish record label. Kniven PR provides PR services for Jättedam, a Gaphals artist.
• Medication Time RecordsminorChannel Partner/ Reseller/ DistributorRecord label. Kniven PR provides PR services for Fågelle, a Medication Time Records artist.
• Luftslott RecordsminorChannel Partner/ Reseller/ DistributorRecord label. Kniven PR provides PR services for Twin Pigs, a Luftslott Records artist.
• Fifth Island MusicminorChannel Partner/ Reseller/ DistributorSwedish record label. Kniven PR provides PR services for Jennifer Walter, a Fifth Island Music artist.
• Birds RecordsminorChannel Partner/ Reseller/ DistributorSwedish record label. Kniven PR provides PR services for Petter Seander, a Birds Records artist.
• Westside Music SwedenminorStrategic or Co-development PartnerListed as a collaboration partner on the 'Om oss' page. Nature of collaboration appears to be mutual promotion or co-marketing within the Swedish music industry.
• Proper OctopusminorStrategic or Co-development PartnerListed as a collaboration partner on the 'Om oss' page. Nature of collaboration is not explicitly detailed.
• Adore MusicminorStrategic or Co-development PartnerListed as a collaboration partner on the 'Om oss' page.
• Lövley RecordsminorChannel Partner/ Reseller/ DistributorRecord label listed as a client on the 'Om oss' page.
• Gamlestans GrammofonbolagminorChannel Partner/ Reseller/ DistributorRecord label listed as a client. Kniven PR provides PR services for H.B. Nielsen, a Gamlestans Grammofonbolag artist.
• Border MusicminorChannel Partner/ Reseller/ DistributorMusic distribution/publishing entity listed as a client.
• Misty MusicminorChannel Partner/ Reseller/ DistributorSwedish music company listed as a client.
• Danmark Music GroupminorChannel Partner/ Reseller/ DistributorDanish music company listed as a client.
• Frontrunner Music PublishingminorChannel Partner/ Reseller/ DistributorMusic publishing company listed as a client.
• DalapopminorChannel Partner/ Reseller/ DistributorSwedish record label. Kniven PR provides PR services for Carl Norén, a Dalapop artist.
• Lost Archive RecordsminorChannel Partner/ Reseller/ DistributorRecord label listed as a client.
• Förfallet RecordsminorChannel Partner/ Reseller/ DistributorRecord label listed as a client.
• SwingkidsminorChannel Partner/ Reseller/ DistributorMusic entity listed as a client.
• Septembernatt RecordsminorChannel Partner/ Reseller/ DistributorRecord label. Kniven PR provides PR services for Filip Lundgren, a Septembernatt Records artist.
• KF RecordsminorChannel Partner/ Reseller/ DistributorGerman record label. Kniven PR provides PR services for A.S. Fanning, a KF Records artist.
• No Regrets FonogramminorChannel Partner/ Reseller/ DistributorRecord label. Kniven PR provides PR services for Xenia Kriisin, a No Regrets Fonogram artist.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Edelman: Global communications firm with an established entertainment and music practice. Larger incumbent that competes for premium music clients while operating across industries far beyond boutique music PR.
• FleishmanHillard: Global PR and communications agency with entertainment and brand capabilities. Represents the broader incumbent tier that handles music clients as part of a wide portfolio rather than as a niche focus.

Direct peers

• Manifesto PR: UK music publicity firm providing PR campaigns, radio plugging, and tour press for artists and labels. Similar boutique-scale music PR model serving comparable indie and emerging-artist clients.
• The Outside Organisation: UK PR agency with a dedicated music and lifestyle practice providing PR campaigns, media relations, and launch support to artists and labels. Comparable offering focused on the music industry.
• Plugger Club: Berlin-based independent music PR agency serving bands, artists, and indie labels with PR campaigns, press outreach, and promotional services. Directly comparable to Kniven PR in specialty, scale, and European boutique positioning.
• Riot PR: UK-based independent music publicity agency providing PR campaigns, radio plugging, and press services to bands and labels. Similar specialty music PR positioning and client base.
• Birdstone Music: German music PR and promotion agency specializing in press campaigns and media outreach for artists and indie labels. Closely comparable boutique music PR offering in the European market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/knivenpr
• Instagraminstagram.com/knivenpr
• LinkedInlinkedin.com/company/kniven-pr

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kniven PR