Ericsson Sets Tone for New Music Trends in Project with Avicii
* Briefing to announce project and introduce special guest Ash at Ericsson
booth number 13638 at Central Hall 15:00 PST
* Ericsson and super DJ and producer Avicii to create the world's first crowd-
sourced hit song, beginning with call-to-action for fans to contribute
sounds starting January 9
* Case study shows music industry in forefront of new business models and
collaborative environment in the Networked Society
Ericsson (NASDAQ: ERIC) is launching a collaboration with world-famous DJ and
producer Avicii to show how the Networked Society enables innovation and
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.
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
"In addition to the excitement of working with Avicii, Ash from At Night
Management, and Universal Music Sweden on the creative process, this project
will enable a closer dialog with our customers and allow us to jointly engage in
transformative business opportunities," concludes Bhikshesvaran.
NOTES TO EDITORS
Avicii's manager and partner Ash will appear with Ericsson at 2013 International
CES in Las Vegas, Nevada, on January 8, 2013 at booth number 13638 at Central
Hall for a briefing at 15:00 PST
ranking of Avicii as second-most influential under-30 in music
Ericsson Ten Consumer Trends for 2013
Ericsson Mobility Report
looks at traffic trends and growth patterns
Download high-resolution photos and broadcast-quality video at
Ericsson is the world's leading provider of communications technology and
services. We are enabling the Networked Society with efficient real-time
solutions that allow us all to study, work and live our lives more freely, in
sustainable societies around the world.
Our offering comprises services, software and infrastructure within Information
and Communications Technology for telecom operators and other industries. Today
more than 40 percent of the world's mobile traffic goes through Ericsson
networks and we support customers' networks servicing more than 2.5 billion
We operate in 180 countries and employ more than 100,000 people. Founded in
1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the company's net
PRESS RELEASE JANUARY 8, 2013 3
SEK 226.9 billion (USD 35.0 billion). Ericsson is listed on NASDAQ OMX,
Stockholm and NASDAQ, New York stock exchanges.
FOR FURTHER INFORMATION, PLEASE CONTACT
Ericsson Corporate Public & Media Relations Phone: +46 10 719 69 92 E-mail:
Ericsson Investor Relations Phone: +46 10 719 00 00 E-mail:
Ericsson sets tone for new music trends with Avicii:
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