Ericsson Sets Tone for New Music Trends in Project with Avicii

Marketwired

STOCKHOLM, SWEDEN--(Marketwire - Jan 8, 2013) -

* Briefing to announce project and introduce special guest Ash atEricsson booth number 13638 at Central Hall 15:00 PST

* Ericsson and super DJ and producer Avicii to create the world's firstcrowd-sourced hit song, beginning with call-to-action for fans tocontribute sounds starting January 9

* Case study shows music industry in forefront of new business models and collaborative environment in the Networked Society

Ericsson (NASDAQ: ERIC) is launching a collaboration with world-famous DJandproducer Avicii to show how the Networked Society enables innovation andbusiness transformation.

The Networked Society is Ericsson's description of a world where real-timeconnectivity between people, places and things enables new ways of doingbusiness and accessing entertainment. The entertainment industry has provensuccess in embracing new models, beginning with digital distribution. Thisproject is a prime example that now takes a further step into creation andproduction. Ericsson will use this project as a proof point inconversationswith other industries.

Avicii is a young, progressive artist who has already tested new ground inwaysof working and creating music. His fan base grew from nothing to tens ofmillions on social media alone, with his two recent hit singles on labelUniversal Music Sweden. He was recently ranked as the second-mostinfluentialunder-30 person in music by Forbes magazine.

The project begins with asking Avicii's fans and producers from all overtheworld to contribute sound files over the internet. The 'Avicii x You'projectlaunches globally January 9. Avicii will act as executive producer,curatingcontent like the bassline, effects, melody, rhythms, and vocals fromcontributors. He will then create the world's first "crowdsourced" hitsong,with a release date February 26, 2013.

Avicii says: "I am thrilled to ask my fans to be part of my creativeprocess.We're taking music production and distribution -- and probably performance-- tothe next level."

Avicii's manager and partner Ash says: "With the 'Avicii x You' project wearetrying again to shift a paradigm and for it to become another 'first' usingtoday's possibilities through social technology. As usual, we hope to raiseawareness not only for Avicii being an amazing producer, but also for theelectronic dance music scene and how song producing is not exclusive toonlytrained musicians. It's a world-inspiring, community-engaging and funproject."

Per Sundin, Managing Director of Universal Music Sweden, says: "The musicindustry has changed immensely as a consequence of information andcommunicationtechnologies. Today it's all about embracing new opportunities and new waysofproducing, marketing and distributing the music. This project is veryinteresting as it brings the fans and artist closer together. Through thisproject, the combined talents of Avicii, the fans, Ericsson and UniversalMusicare driving the change in the music industry."

"Our experience in enabling and supporting mobile communications, broadbandnetworks and cloud-based services matches the fundamental needs of thisproject.Arun Bhikshesvaran, Chief Marketing Officer at Ericsson, says: "By 2018, webelieve mobile data traffic will grow about 12-fold from its currentlevels,driven by entertainment experiences. In addition, according to our 10 HotConsumer Trends for 2013, social entertainment, collaboration andcreativity incity life and cloud-based services are key ingredients of the evolvingNetworkedSociety.

"In addition to the excitement of working with Avicii, Ash from At NightManagement, and Universal Music Sweden on the creative process, thisprojectwill enable a closer dialog with our customers and allow us to jointlyengage intransformative business opportunities," concludes Bhikshesvaran.

NOTES TO EDITORS

Avicii's manager and partner Ash will appear with Ericsson at 2013InternationalCES in Las Vegas, Nevada, on January 8, 2013 at booth number 13638 atCentralHall for a briefing at 15:00 PST

www.aviciixyou.com

Forbes

ranking of Avicii as second-most influential under-30 in music

Ericsson Ten Consumer Trends for 2013

Ericsson Mobility Report

looks at traffic trends and growth patterns

Download high-resolution photos and broadcast-quality video at

www.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

PRESS RELEASE JANUARY 8, 2013 3

SEK 226.9 billion (USD 35.0 billion). Ericsson is listed on NASDAQ OMX,Stockholm and NASDAQ, New York stock exchanges.

www.ericsson.com www.twitter.com/ericssonpress

www.facebook.com/technologyforgood www.youtube.com/ericssonpress

Ericsson sets tone for new music trends with Avicii:http://hugin.info/1061/R/1668787/541952.pdf

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Source: Ericsson via Thomson Reuters ONE

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