Avicii x You is a collaborative project between Ericsson, Universal Music, and At Night Management. The three entities have come together to orchestrate a collaboration between DJ Avicii and fans (many of which are audiophiles and producers themselves). Fans can contribute beat and tracks to add to the music, and the window to enter spans from January 9th to February 26, the track is set to be released. The Swedish DJ acting as the executive producer.
Amassing over 3,500 contributors, Avicii x You is structured so that each layer of the music track is developed independently. The first phase was focused on developing a solid melody and the second phase was the bassline. The subsequent phases line participants will get to shape the Beat/rhythm, break, and effects, so it’s not too late to pitch in your ideas. You can explore all the tracks submitted by clicking here.
The initiative is part of Ericsson’s vision of a Networked Society. This brand positioning has enabled the brand to weigh on massive topics like the future of the education and the future of cities. In a quote from Ericsson’s CMO, Arun Bhikshesvaran reveals how the telecommunications provider has leveraged an on-brand consumer trend to push the boundaries of creativity:
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 enable a closer dialog with our customers and allow us to jointly engage in transformative business opportunities.