![]() ![]() At that time when I came into, everyone did instrumentals beats, and then they tested that on the audience. really moved my career internationally and inside Universal. Tell me about the earliest phases of the album. Sundin - now the CEO of Pophouse, which purchased 75% of Avicii’s recording and publishing catalog in 2022 - here recalls the album’s origins to Billboard, along with the excitement for it within Universal, and how an unlicensed Soundcloud mix helped shift hatred for the LP into global acclaim. 13) marks the ten-year anniversary of True, which will be celebrated with never-before-released footage of the album’s production, released on the Avicii social media accounts over the next month. 5 on the Billboard 200 in October of 2013 and spent eight weeks at No. The album currently has two billion total on-demand official U.S. True was also a phenomenon: With it, Avicii bucked the trend of EDM artists only releasing singles, instead presenting a cohesive body of work that bore surprising country/bluegrass influences, which were at first misunderstood, but ultimately distinguished him as an innovator and world class creative. Dance music purists may have hated the track - when “Wake Me Up” was mentioned at a business lunch in 2013, one dance music publicist put her finger in her mouth and pretended to vomit - but anyone with ears had to admit it was catchy. ![]()
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