Image via Complex Original
If you want to talk EDM success stories, you have to talk Avicii. With only five years in the game, his growth as an artist rose right alongside the rise of the EDM scene in America, and worldwide. He's cashed paychecks from Bud Light and Ralph Lauren, and seen huge singles like "Levels" hit the top 10 in 16 different countries. He's pulling in six figures for his shows, and like it or not, he's one of those acts that is immediately associated with what the mainstream sees as "EDM," for good or ill. Do you know what that means? There are a legion of producers who are going to look at Avicii's career as a model of success, and something to mirror when coming up. DAD decided to take a look at how easy it'd be to create the next EDM superstar (again for good or ill), using the steps Avicii has taken during his ascension. Here's an easy tutorial for those of you who are wanting to become the next Avicii (or if you're wise, the next Ash Pournouri). You don't need to master all of these points, but if you're looking to get your money up in this EDM game before it bursts, this is how you can become the next Avicii.
Have model looks
...or at least come as close to presenting yourself that will make you attractive to a majority of the EDM-buying public. Look, you can't get a deal with a clothing line if you look like a slob. We're not saying that you need features that look like God handed them down himself, but there's a reason why that Euro look Avicii carries, accompanied by club-ready beats, sells more copies than a DJ/producer with all of the talent in the world but a face made for radio and pizza stains on his shirt.
Have a hungry manager
Ash Pournouri took one look at Avicii, smelled the potential on him like cheap cologne, and realized that he could mold and shape this kid into the next EDM star. Mind you, Avicii was still pretty raw when he first start making a name for himself, but today the Avicii machine is well-oiled with non-stop gigs, innovative marketing, and superb organization. Avicii's team has landed a plethora of deals with the likes of McDonald's, Xperia Lounge, Ralph Lauren, and other top-shelf entities. Point blank: You need a go-getter on your side if you're trying to make it big.
Produce obvious pop records
Some producers shun the obvious hits, but there is a formula for what works and it's out there. It's one of those "easy-not-easy" things that masters of the pop craft get, and others tend to over think. Understand the guard rails of commercial EDM, and chances are you (assuming a certain degree of talent) can craft a dance floor smash.
Master foolproof DJ skills
We're not going to say that Avicii isn't an adventurous DJ; his mix for Diplo & Friends shocked a number of his fans and haters with his selection that delved outside of the EDM cheese realm. But during his GQ interview, he has a pretty solid idea of what tracks he needs to be playing when he hits a venue (to the point where an opener dropping a number of tunes from his setlist infuriated him, even if he says the GQ reporter "got it wrong"). He needs to make sure he's mixing in his own popular productions alongside the biggest anthems of the current EDM landscape. Someone like A-Trak might frown upon this less-exploratory style of DJing, but someone has to keep the people dancing to tracks they're familiar with. And say what you want, but how many DJs are collecting as much as Avicii does for an hour or two of his time?
Put on a show
Sure, Avicii might just get on stage and bounce around, twisting knobs, and playing ridiculously huge EDM hits, but his performances aren't just another DJ. This dude engages his audience, and they eat up every flourish. From Diplo to Tiesto, the greats bring the crowd into their process. They make you feel what's going on, and in turn you respond to the their energy. If EDM is (as deadmau5 says) "event driven marketing," the DJ is the center of the spectacle.
Have an ear for a hit
Ghost production runs rampant in popular dance music, but one thing we've not heard (yet?) are rumors of Avicii using ghost producers. Ash picked up on the early tracks that Avicii was working on, and DAD has even marveled at the sounds of the "old Avicii." His new tunes (which many have called "country house") might not fit the flavor of the month, but you have to admire the balls to pursue a new aesthetic. Whether you like the end result or not, there is no discounting that Avicii can string a simple pop-leaning EDM tune together.
Secure your publishing
Making hit records isn't just making hit records anymore. With music sales on a slippery decline, you need to be able to sell your wares to entities that want to associate their brands with quality material. It's one thing to have a charting single like "Wake Me Up," but having a strong copyright game comes in handy when licensing material. Avicii's "Levels" had a great run, helping not only associate brands with the EDM lifestyle, but get Avicii's name out there. You want to be Avicii? Think bigger than radio. Why do you think Sony/ATV made sure to sign that extension? That's an investment in their future.
Know when to give back
Whether it's his "House for Hunger" charity or the "Avicii x You" project, the life of an EDM superstar is all about giving back to the fans or to those in need. Every big star needs to show a) they have a heart and b) they can speak with their fans. Avicii does both. While he's not answering every tweet or Facebook message, he knows how to engage his audience in a way that feels real, and show the world that he's not just getting tipsy and collecting checks, but giving back to the world.