Swedish producer and DJ Avicii is trying something different at next weekend's Ultra Music Festival - which promises to turn Miami into a three day rave in the sunshine. Avicii, whose song 'Wake Me Up' is Spotify's most played track ever, is setting up a concept store pop-up at the festival and will sell a variety of branded items including t-shirts, flip-flops, hats and condoms.
Avicii's manager Ash Pournouri spoke to Billboard about the one-week only pop-up, which will be located on South Beach's Lincoln Rd, titled, quite simply, Avicii Store.
"We don't take ourselves too seriously," Pournouri said, "There's so much noise in the space of electronic music. If you want to grow and establish anything you have to be different."
It's not the first time that Avicii has indulged into a little self-promotion at the Ultra Musical Festival. In 2012, he sent Avicii-branded ice cream trucks roaming around the city, and in 2013, he took over a boutique hotel, renaming it after himself. The hotel returns for 2014, with the SLS Hotel in South Beach charging $800 a night.
Avicii's Pop Up Store (and Hotel) is heading to the Ultra Music Festival
"It's the start of the year," Pournouri said of the festival week. "Everybody is there. We're treating it as a very authentic place for a brand to speak to both fans and the industry."
The Avicii Store will open from March 24-31 on Lincoln Rd at Collins Ave in South Beach and will offer t-shirts, hoodies, tank tops, tote bags, flip flops, stickers, snapbacks, temporary tattoos, iPhone cases, sunglasses and, of course condoms.
Avicii's releases TRUE (Avicii by Avicii) - a remix album of his smash hit record - on March 25.