Universal Music: Avicii X You

This case study describes how Universal Music, a record company, promoted artist Avicii with a participatory campaign which invited 'bedroom producers' to collaborate with Avicii on a new single.

Universal Music: Avicii X You

Campaign details

Client: Universal MusicBrand: Universal MusicAgency: House of Radon, Seventy Agency, At Night ManagementCategory: Media InnovationCountry: USA

Universal Music has seen its industry transform from discs to digital in just a decade. The role of a record company is no longer to print records, but to build a following for its artists. Universal wanted a campaign for one of their largest acts to date. Avicii, aka Tim Berg, has established himself as one of the world's premium DJ/producers in just three years. He began producing...

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