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January 09, 2013

Ericsson and Avicii Collaborate to Change Music Industry

By Colleen Lynch, TMCnet Contributor

World-famous DJ and producer, Avicii is collaborating with Ericsson on a new project aimed to showcase the Networked Society and its innovative, transformative business practices.

Not sure what the Networked Society is? Ericsson (News - Alert) uses that term to describe an ideal, interconnected world of entertainment, able to link people, places and things in real-time and promote wider access for all forms of entertainment.

The project will launch globally under the name “Avicii x You” on January 9th, and will require contributions of sound files from all over the world. Avicii will then use the sound bytes to put together the world’s first “crowdsourced” song, to be released tentatively on February 26th. 


Image via Shutterstock

“I am thrilled to ask my fans to be a part of my creative process,” Avicii said, when speaking on the collaboration. “We’re taking music production and distribution--and probably performance--to the next level.”

Avicii’s manager from At Night Management and partner in the project, known as Ash, described just what this next level will be, saying, “We are trying again to shift the paradigm and for it to become another ‘first’ using today’s possibilities through social technology.”

Ash promised the project will be “world-inspiring, community-engaging and fun,” especially coming from a musically-minded talent such as Avicii. The producer/DJ was listed as the second-most influential person in music under 30 by Forbes magazine.

“Our experience in enabling and supporting mobile communications, broadband networks and cloud-based services matches the fundamental needs of this project,” said Arun Bhikshesvaran, CMO at Ericsson. “By 2018, we believe mobile data traffic will grow about 12-fold from its current levels, driven by entertainment experiences.”

Bhikshesvaran added the project’s importance to contributing to the Networked Society: “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.”

By bringing fans and music-lovers from all corners of the world in on the project, the idea is to create something that will not be talked about for a couple of weeks and then forgotten. The change Ericsson and Avicii hope to make here is a lasting one.

“This project will enable a closer dialog with our customers and allow us to jointly engage in transformative business opportunities,” said Bhikshesvaran.

Per Sundin, managing director of Universal Music Sweden,  where Avicii has been consistently topping the charts in the past, put it best by saying, “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.”

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.




Edited by Brooke Neuman
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