It might be a little premature to call it a hit single, but lately everything Avicii has touched has turned into EDM gold or at least was met with some fanfare from the Swede’s rabid fanbase. Partnering with Ericcson, Avicii launched Avicii X You to be the “world’s largest collaboration,” a crowdsourcing project that Avicii is using to bring in DJs, fans, and songwriters from around the world to work together on a new song.
The move is brilliant. You can see crowdsourcing with popular remix contests on sites like Indaba Music with famous artists and brands and crowdsourced funding projects on sites like Kickstarter. While crowdsourcing is a valuable tool to invoke the masses from the ground up, it’s also a brilliant marketing tool. It will be interesting to see if the collective minds of thousands of DJs will come up with a track that is better or more diverse in sound than something Avicii would come up with himself. Either way, it’s going to get tons of attention and will get people excited about participating in something that will probably be heard by millions. As he mentions in his YouTube promo video for the project, wouldn’t you like to hear your melody, your beat, or your little synth sound on an Avicii track even if it’s for only a second or two?
To keep it organized, Avicii is breaking up the project into steps, with the first step as the melody. Nothing gets a song going like a good hook, as many know from Avicii’s summer anthem, ‘Levels’, which hit its stride in summer of 2011. Now Avicii has the fame to really make a huge crowdsourcing project work. However, you don’t have to be famous to try to get help from others. The Reddit community had their own take on crowdsourcing a generic hit single, which got a lot of community engagement. Clearly the tools are there, whether you’re famous or not, but Avicii is making a statement by opening up his creative process to everyone. Who knows, maybe this will catch on as a legitimate source of songwriting, or maybe it’ll just be a fun experiment in music marketing.