Avicii's 'X You' Track Unleashes the Power of Networked, Social Entertainment


STOCKHOLM, SWEDEN--(Marketwire - Feb 26, 2013) -

  • DJ/producer and artist Avicii curated nearly 13,000 submissions frommore than 4,000 people in 140 countries, then created the final song in his studio
  • Ericsson is participating in the project as an example of new business models and collaborative environment in the Networked Society
  • The song is now available at www.aviciixyou.com

Illustrating the full effect of a collaborative, networked society, the DJ,producer and artist Avicii has released the crowd-sourced song, created outofthe world's largest music collaboration of its sort. The collaboration isinpartnership with Ericsson (NASDAQ: ERIC), At Night Management, and UniversalMusic Sweden.

The Avicii x You project ran for nearly seven weeks and hosted onlinesubmissions of musical snippets from more than 4,000 artists from aroundtheworld. Avicii selected weekly semi finalists and fans voted for the finalsoundsand beats, which Avicii used to create a finished track in his studio inLosAngeles. Sounds on the site have been played almost a million times.

The project demonstrates the full transformation of the music industry in aNetworked Society. Until now, the entertainment industry has relied on thefundamental assets of mobility, broadband and cloud for distribution andconsumption. This project shows the relevance of those assets also increationand production.

At the world premiere event at Mobile World Congress 2013 in Barcelona,EricssonPresident and CEO Hans Vestberg presented the project. He said: "I amexcitedto see the possibilities and the creativity come alive into one songcrafted byAvicii and all the fans. It starts a flow of thinking for all industries tore-invent the way they collaborate across time and borders. Music is one ofthefirst industries being transformed by networking, collaboration and newtechnologies. We now see TV, publishing and the whole entertainmentindustrygoing down the same path."

Social technologies are now a central part of everyday life and work.Crowdsourcing is a strong trend which leads to change in organizations andenables new ideas to turn into products, according to Ericsson'sConsumerLabinsights.

Onstage, Avicii said: "I think it's cool that people will be able to hearthistrack on the radio and know that they've all been part of creating it. Fiveyears ago, this would not have been possible and now we have the wholeworldcollaborating. Imagine what will happen in five, ten years from now wheneveryone everywhere is connected."

Per Sundin, Managing Director of Universal Music Sweden, says: "I am proudto bea part of the Avicii x You project, a project that shows what we can do byworking together and using the technologies to push the boundaries in ourindustry. It will be very interesting to continue to follow this project aswerelease the track."

During Mobile World Congress 2013 in Barcelona, Ericsson showcases itscombinedtechnology and services leadership for the Information and CommunicationsTechnology industry. Our solutions deliver superior network performance inthefield, enable complete customer experience management, simplify andautomateoperations workflows thereby leading to operational excellence. We show howtheNetworked Society comes to life -- what it will mean for the industry andhow itwill enable our customers to capture growth opportunities.


Photos from the launch will be published at www.ericsson.com/press duringtheevening Central European Time.

From Feb 27, the song will also be available on Spotify, iTunes and Vevo.

Ericsson sets tone for new music trends in project with Avicii:www.ericsson.com/thecompany/press/releases/2013/01/1668787

Ericsson ConsumerLab's insights come from a global research program. Everyyear,it interviews 100,000 people in more than 40 countries and 15 megacities,statistically representing the views of 1.1 billion people. Read more onEricsson ConsumerLab at www.ericsson.com/consumerlab

Download high-resolution photos and broadcast-quality video atwww.ericsson.com/press

Ericsson is the world's leading provider of communications technology andservices. We are enabling the Networked Society with efficient real-timesolutions that allow us all to study, work and live our lives more freely,insustainable societies around the world.

Our offering comprises services, software and infrastructure withinInformationand Communications Technology for telecom operators and other industries.Todaymore than 40 percent of the world's mobile traffic goes through Ericssonnetworks and we support customers' networks servicing more than 2.5 billionsubscribers.

We operate in 180 countries and employ more than 100,000 people. Founded in1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the company'snetsales were SEK 226.9 billion (USD 35.0 billion). Ericsson is listed onNASDAQOMX, Stockholm and NASDAQ, New York stock exchanges.


Avicii's 'X You' track unleashes the power of networked entertainment:http://hugin.info/1061/R/1681209/549487.pdf

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Source: Ericsson via Thomson Reuters ONE[HUG#1681209]


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