Industry commentator Bob Lefsetz recently wrote in his “Lefsetz Letter” that “Electronic musicians know it’s all about the show. You can’t be boring, you’ve got to get the people in the palm of your hand and take them on a trip.” Sweden-born DJ and producer Avicii has been doing just that since emerging on the EDM scene a few years ago.
Avicii, whose real name is Tim Bergling, has accomplished a lot in a short time. He’s built his mob of fans in clubs and at festivals throughout Europe and the U.S., and through touring with artists such as Tiësto and Swedish House Mafia. He’s produced hit singles “Seek Bromance,” “My Feelings For You” and “Le7els.” His collaboration with David Guetta, “Sunshine,” earned a Grammy nomination this year for best dance recording.
William Morris Endeavor’s Joel Zimmerman said Avicii’s talent was obvious as tickets to his shows “were moving off the shelf quickly.”
“The artists that are successful in electronic music are able to claim their own sound similar to a rock band,” Zimmerman told Pollstar. “Avicii has a specific sound that I felt could really cross over and appeal to the masses.
“He came on to the scene when this new generation of kids were really turning on to electronic music, especially in North America. When you start to see this guy everywhere, the music’s good and he’s likeable, it’s hard for people not to be interested.”
Zimmerman, At Night Management’s Ash Pournouri and Spin Artist Agency’s David Brady in Canada have worked to expand Avicii’s fanbase and his show is now a full production making the leap to the next level.
“He’s one of the first electronic acts to do an arena tour,” Zimmerman said. “I think the time of DJs that play other people’s music is kind of ending. I think the producer/artist has become the DJ.
“He has the luxury of being able to reinvent and change what he’s doing and keep things fresh. People are really freaking out about him.”
Avicii’s “Le7els Tour,” including a stop at The O2 – London, will keep him on the road through mid-August.