We developed a campaign site where people were asked to upload musical contributions in 5 sessions over 5 weeks. Avicii then choose 3 finalists and followers were asked to vote a winner. To kick-off the project we released a YouTube-teaser 2 weeks before the launch. Followed by weekly episodes, daily blog and Twitter to keep followers up to date. To conclude the campaign we released a documentary music video featuring followers of the project. To ensure the media covered the story we lead the PR and worked together with the client on everything from press releases, press events & the blog.

By the end of the project, a total number of 4,199 producers from 140 countries contributed with 12,850 sounds. The campaign was featured by worldwide media - online, offline and radio. It was mentioned over 20,000 times on Twitter with #aviciixyou and earned 3,3 million views on YouTube – with a total media reach of over 100 million and counting. This project did not only raise awareness for Avicii as talented producer, but also for the electronic dance music scene and how song producing is not exclusive to only trained musicians. To date the song has been streamed about 24,500,000 times world wide and reached platinum status in both Sweden and Norway.