Till Dawn They Count joins the All Things Live partnership
All Things Live further strengthens its presence in Finland and expands its position as the leading live
entertainment company in the Nordics to include artist management. Till Dawn They Count maintains its
independence and will continue on the growth journey supported by the strong organization and network
of the All Things Live partnership.
“I am very excited about the prospect of Till Dawn They Count becoming a member of the All Things Live
family, who shares our ambition to help realize the vision and potential of both established and emerging
artists. We maintain our independence and strong dedication to our bands, with the All Things Live
partnership broadening our network and providing us with a strong and supporting organization that
further strengthens our ability to help develop established and emerging artists alike. Meanwhile, we are
looking forward to contributing to the partnership with our know-how and network”,
says Toni Peiju, cofounder of Till Dawn They Count.
Toni Peiju founded Till Dawn They Count together with Ewo Pohjola in 2014 with the aim to successfully
develop artists’ careers and provide complete management services based on an uncompromising passion
for the metal scene. The company currently manages leading metal artists such as Nightwish, Sonata
Arctica and Beast in Black as well as emerging and promising talents such as Turmion Kätilöt and
“We are very excited about Till Dawn They Count joining the All Things Live partnership, as we now
establish a strong entry into the artist management activities of live entertainment. We see great prospects
in the dedicated Till Dawn They Count team, the many talented artists and the expansion into artist
management. Together we establish an even stronger platform and ability to grow artists”,
says Kim Worsøe, CEO of All Things Live Group.
The acquisition does not entail changes for artists, partners, customers or employees, as proximity and
familiarity is a key area of focus for the All Things Live partnership. The parties have agreed not to disclose
Toni Peiju, Till Dawn They Count
+358 40 548 34 00 / firstname.lastname@example.org
Kim Worsøe, All Things Live Group
+45 33 12 20 00 / email@example.com
Till Dawn They Count
Till Dawn They Count is Finland’s leading artist manager with three employees representing a number of
artists, such as Nightwish, Sonata Arctica and Beast in Black. The company was established in 2014 and
focuses on metal artists, with its two founders, Toni Peiju and Ewo Pohjola, each having more than two
decades experience managing both emerging and world-renown artists.
All Things Live Group
All Things Live was established in December 2018 following Waterland Private Equity’s acquisition of
leading Nordic live entertainment companies in Denmark, Norway and Sweden. The partnership entered
the Finnish festival scene in 2019 and now expands further into artist management.
All Things Live will have more than 150 employees and covers the full spectrum from acts and comedy
productions over musical productions, stand-up events, festivals to arena concerts.
All Things Live represents over 400 local artists on exclusive contracts, normally promotes more than 6,500
local and international events with more than 2 million tickets sold per year and has entered into a number
of partnerships with large corporate clients.