A quiet guy who was born and raised in Rovaniemi, in the northern part of Finland. In the cold winters there was nothing else to do but watch TV and see every movie that was showing at the local theater. As a teenager Pete made lots of short VHS horror movies and music videos for local bands. A couple of years at an art school led to directing commercials and music videos in Helsinki.

Pete's music videos are all written more like short films or scenes from a movie. His work soon made him one of the most wanted names in the Finnish music video industry. He had his first retrospective at a music video festival at the age of 25.

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