Ericsson partners with Sweden’s DJ Avicii to set new trends in music

 

DJ Avicii: The 23-year old has partnered with Ericsson in the ‘Avicii x You’ project which launched globally today (January 9). Avicii will act as executive producer, curating content like the bassline, effects, melody, rhythms, and vocals from contributors.

Ericsson has launched a collaboration with world-famous DJ and producer Avicii to show how the Networked Society enables innovation and business transformation.

The Networked Society is Ericsson’s description of a world where real-time connectivity between people, places and things enables new ways of doing business and accessing entertainment. The entertainment industry has proven success in embracing new models, beginning with digital distribution. This project is a prime example that now takes a further step into creation and production.  Ericsson will use this project as a proof point in conversations with other industries.

Sweden’s Avicii is a young, progressive artist who has already tested new ground in ways of working and creating music. His fan base grew from nothing to tens of millions on social media alone, with his two recent hit singles on label Universal Music Sweden.  He was recently ranked as the second-most influential under-30 person in music by Forbes magazine.

The project begins with asking Avicii’s fans and producers from all over the world to contribute sound files over the internet.  The ‘Avicii x You’ project launches globally January 9. Avicii will act as executive producer, curating content like the bassline, effects, melody, rhythms, and vocals from contributors. He will then create the world’s first “crowdsourced” hit song, with a release date February 26, 2013.

Avicii says: “I am thrilled to ask my fans to be part of my creative process.  We’re taking music production and distribution – and probably performance – to the next level.”

Avicii’s manager and partner Ash says: “With the ‘Avicii x You’ project we are trying again to shift a paradigm and for it to become another ‘first’ using today’s possibilities through social technology. As usual, we hope to raise awareness not only for Avicii being an amazing producer, but also for the electronic dance music scene and how song producing is not exclusive to only trained musicians. It’s a world-inspiring, community-engaging and fun project.”

Per Sundin, Managing Director of Universal Music Sweden, says: “The music industry has changed immensely as a consequence of information and communication technologies. Today it’s all about embracing new opportunities and new ways of producing, marketing and distributing the music. This project is very interesting as it brings the fans and artist closer together. Through this project, the combined talents of Avicii, the fans, Ericsson and Universal Music are driving the change in the music industry.”

“Our experience in enabling and supporting mobile communications, broadband networks and cloud-based services matches the fundamental needs of this project. Arun Bhikshesvaran, Chief Marketing Officer at Ericsson, says: “By 2018, we believe mobile data traffic will grow about 12-fold from its current levels, driven by entertainment experiences. In addition, according to our 10 Hot Consumer Trends for 2013, social entertainment, collaboration and creativity in city life and cloud-based services are key ingredients of the evolving Networked Society.

“This project will feature the excitement of working with Avicii, Ash from At Night Management, and Universal Music Sweden on the creative process in addition to all possibilities of showing our customers how to embrace transformation. We look forward to engaging with our customers and other key stakeholders to realize our vision of the Networked Society,” concludes Bhikshesvaran.

NB: Avicii’s manager and partner Ash will appeared with Ericsson at 2013 International CES in Las Vegas, Nevada, on January 8, 2013 at booth number 13638 at Central Hall for a briefing.