Avicii X You
The world’s greatest music collaboration
We joined forces with Universal Music, Ericsson and Avicii – the world’s hottest DJ, to crowdsource his next hit song. Engaging thousands of bedroom producers from across the globe, Avicii X You gives a glimpse of what the future of music could look like.
Bedroom producers of the word unite
People from almost 100 countries participated in the project
Sounds created, commented almost 70 000 times by the participants
Same same but a whole lot different
Avicii only had one condition for the project: the song had to be awesome, or he wouldn’t release it. But how? Our solution was to simply reuse his normal production process – dividing the crowdsourcing into 5 stages, one for each layer of the track: melody, bassline, beats, effects and bridge. In the end, Avicii used the winners of each stage to produce the final result.
Brand engagement on a whole other level
But the result was so much more than a hit record – it created brand engagement on a whole other level than just clicking a like button. Consider this: if every contribution took three hours, fans spent a total of 2 700 days, or 7,5 years on the project. The project also resulted in worldwide publicity for Avicii and Ericsson, and was recognized by Spotify as one of the most creative music projects ever.