Sweden, once known for ABBA and Ikea furniture, is now the hub of the most progressive pop edge of mainstream music. No, we’re not talking about Lykke Li, though her forthcoming sophomore album, Wounded Rhymes, as a tale of the terror of a heart torn asunder shows terrific promise for her burgeoning career. I’m talking about the young man with the most to benefit from the ascension of Swedes like Eric Prydz and yes the ubiquitous Swedish House Mafia to the head of progressive dance music’s push to the forefront of top 40 radio, 21 year old Tim Bergling, otherwise known as dance DJ and producer Avicii.
At 18, the producer gained immense internet love for his “Lazy Lace” reworking of the theme to Commodore 64 game Lazy Jones. Like Zombie Nation’s “Kernkraft 400” (another Lazy Jones sampler) before him, the track took off and became a viral then mainstream smash. Unlike a producer like Felix Cartal whose initial media push came from the underground hipster movement that eats their young before they can develop in the spotlight, Berg’s development in the less stressful underground of progressive house precipitated an incredible rise.
Going from bedroom DJ to internet contest winner, his next major track “Manman” won the Fast Trax contest sponsored by BBC1’s Pete Tong. Utilizing a style familiar to many top EDM producers of the moment that is a heavy sample of a plethora of unique techniques, his inspirational cohort includes Daft Punk, Steve Angello and Laidback Luke. This implies a love of populist impulses like disco and hip hop, with a heavy emphasis on powerful synths and deep, exotic percussion at the forefront of the mix.
http://www.youtube.com/v/eWUC5Q0RCAA?fs=1&hl=en_US
2010 was the coming out party. Single “Bromance” getting a vocal edit as “Seek Bromance” is a pop champion, Guetta recalling pianos over a hot break, the type of airy dance pop that would have felt like a comfortable fit for 90s domestic radio. The even bigger hit just released for purchase as a single is duet with Sebastian Drums “My Feelings for You,” a true techno love song in the purest sense, a heaving dollop of sampled soulful classic vocals over a track with synths that race with a seeming heartbeat pace and an insistent and propulsive breakbeat.
http://www.youtube.com/v/dQ2-e9s2YBI?fs=1&hl=en_US
Pop’s embrace of international house style appears to have a more permanent grasp than in prior eras. Tim Berg is 21 years old. Where pop’s dance turn failed in the previous era was in the stars being nameless and faceless acts that were pushed as celebrities over the producers that made the tracks. This has completely changed. With David Guetta and the Swedish House Mafia as well known and pop appreciated as the Black Eyed Peas and Madonna, it changes the game entirely. In not having to sing, and not truly having to perform, and in just honing a talent in spinning records and having a mainstream ear, it’s quite possible for DJs to be far more impressive stars than the voices that appear on their tracks. Where live vocals can’t compare to studio manipulated excellence is where a producer/DJ/artist already signed to EMI and being tutored by the likes of Tiesto truly has the ability to succeed.
The name Avicii is a direct correlation to the name given to the lowest circle of hell. Tim Bergling’s talent? As hot as his nickname.
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