DJ Avicii Headlines Music Loves Fashion Event During Miami Music Week

Avicii says electronic dance music has "gone to another level"

By Mike Cugno
|  Thursday, Mar 22, 2012  |  Updated 12:23 PM EDT
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They Heart Avicii at Raleigh

Avicii at the Raleigh Hotel.

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Miami Music Week is sweeping across South Beach, bringing in some of the most talented DJs and performers from around the world.

Grammy Award winner Skrillex and dance floor heavyweight, Avicii, kick off the inaugural Music Loves Fashion at The Raleigh Hotel.

Swedish DJ Tim Bergling, known by most as Avicii, is one of this week’s headliners for Music Loves Fashion as well as the main event, ULTRA Music Festival.

Electronic Dance Music, or EDM, has taken the country by storm in recent years. It first originated in Europe and it’s now becoming one of the most popular music genres in the United States. It has its own category at the Grammys.

“Electronic dance music has gone to another level. It’s obviously great for everyone involved and everyone is loving it,” Avicii told NBC 6.

Avicii performed 300 times in 2011 and says he has another 300-plus performances on deck for 2012. That statistic alone is part of the reason performers love Miami Music Week.

"The conference is all about getting to meet the people I never get to meet. Everyone is so busy now that EDM is blowing up. You never have time to chill and get to know each other," Avicii said.

The Electronic era has begun. Even Electro-Hop groups such as LMFAO found their way onto the biggest stage in 2012. Halftime at the Super Bowl. The success of certain groups or performers isn’t a source of competition but rather a platform for support.

Avicii, who started out at 17, said the business is like being in a fraternity.

"So many people in the industry have been working for 10 of years, and I’ve only been doing for three years and even since then I can see a difference," he said. "DJs are doing arenas, performing in the Super Bowl, and Skrillex getting six Grammy nominations. Electronic dance music has gone to another level. Its obviously great very everyone involved and everyone is loving it."

This year ULTRA sold out in record time. It is estimated that 100,000 people will take part in the three-day music festival at Bayfront Park in Downtown Miami.

“My favorite part of it is the actual playing for people. That’s why I love it so much, but then again there are so many hidden benefits. We always joke that we have a bucket list when we travel; like visiting the Panama Canal. It’s always something different. But at the same time its not always like that. A lot of its going from the venue to the airport to the hotel, so we don’t always get to see a lot of the places we visit," he said.

He said his music is a reflection of his personality.

“My music is pretty happy. I’m pretty happy. I enjoy making happy music and that’s how it reflects me," he said.

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