Ericsson Sets Tone for New Music Trends in Project with Avicii

Tue Jan 8, 2013 12:13pm EST

* Reuters is not responsible for the content in this press release.

STOCKHOLM, SWEDEN, Jan 08 (Marketwire) -- 
  * Briefing to announce project and introduce special guest Ash at
Ericsson  booth number 13638 at Central Hall 15:00 PST

     * Ericsson and super DJ and producer Avicii to create the world's first
crowd-sourced hit song, beginning with call-to-action for fans to
contribute  sounds starting January 9

     * Case study shows music industry in forefront of new business models and
 collaborative environment in the Networked Society

    Ericsson (NASDAQ: ERIC) is launching a collaboration with world-famous DJ
and producer Avicii to show how the Networked Society enables innovation
and business transformation.

    The Networked Society is Ericsson's description of a world where real-time
connectivity between people, places and things enables new ways of doing
business and accessing entertainment. The entertainment industry has
proven success in embracing new models, beginning with digital
distribution. This project is a prime example that now takes a further
step into creation and production. Ericsson will use this project as a
proof point in conversations with other industries.

    Avicii is a young, progressive artist who has already tested new ground in
ways of working and creating music. His fan base grew from nothing to
tens of millions on social media alone, with his two recent hit singles
on label Universal Music Sweden. He was recently ranked as the second-most
influential under-30 person in music by Forbes magazine.

    The project begins with asking Avicii's fans and producers from all over
the world to contribute sound files over the internet. The 'Avicii x You'
project launches globally January 9. Avicii will act as executive
producer, curating content like the bassline, effects, melody, rhythms,
and vocals from contributors. He will then create the world's first
"crowdsourced" hit song, with a release date February 26, 2013.

    Avicii says: "I am thrilled to ask my fans to be part of my creative
process. We're taking music production and distribution -- and probably
performance -- to the next level."

    Avicii's manager and partner Ash says: "With the 'Avicii x You' project we
are trying again to shift a paradigm and for it to become another 'first'
using today's possibilities through social technology. As usual, we hope
to raise awareness not only for Avicii being an amazing producer, but
also for the electronic dance music scene and how song producing is not
exclusive to only trained musicians. It's a world-inspiring,
community-engaging and fun project."

    Per Sundin, Managing Director of Universal Music Sweden, says: "The music
industry has changed immensely as a consequence of information and
communication technologies. Today it's all about embracing new
opportunities and new ways of producing, marketing and distributing the
music. This project is very interesting as it brings the fans and artist
closer together. Through this project, the combined talents of Avicii,
the fans, Ericsson and Universal Music are driving the change in the
music industry."

    "Our experience in enabling and supporting mobile communications,
broadband networks and cloud-based services matches the fundamental needs
of this project. Arun Bhikshesvaran, Chief Marketing Officer at Ericsson,
says: "By 2018, we believe mobile data traffic will grow about 12-fold
from its current levels, driven by entertainment experiences. In
addition, according to our 10 Hot Consumer Trends for 2013, social
entertainment, collaboration and creativity in city life and cloud-based
services are key ingredients of the evolving Networked Society.

    "In addition to the excitement of working with Avicii, Ash from At Night
Management, and Universal Music Sweden on the creative process, this
project will enable a closer dialog with our customers and allow us to
jointly engage in transformative business opportunities," concludes
Bhikshesvaran.

    NOTES TO EDITORS

    Avicii's manager and partner Ash will appear with Ericsson at 2013
International CES in Las Vegas, Nevada, on January 8, 2013 at booth
number 13638 at Central Hall for a briefing at 15:00 PST

    www.aviciixyou.com

    Forbes

    ranking of Avicii as second-most influential under-30 in music

    Ericsson Ten Consumer Trends for 2013

    Ericsson Mobility Report

    looks at traffic trends and growth patterns

    Download high-resolution photos and broadcast-quality video at

    www.ericsson.com/press

    Ericsson is the world's leading provider of communications technology and
services. We are enabling the Networked Society with efficient real-time
solutions that allow us all to study, work and live our lives more freely,
in sustainable societies around the world.

    Our offering comprises services, software and infrastructure within
Information and Communications Technology for telecom operators and other
industries. Today more than 40 percent of the world's mobile traffic goes
through Ericsson networks and we support customers' networks servicing
more than 2.5 billion subscribers.

    We operate in 180 countries and employ more than 100,000 people. Founded
in 1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the
company's net sales were

    PRESS RELEASE JANUARY 8, 2013 3

    SEK 226.9 billion (USD 35.0 billion). Ericsson is listed on NASDAQ OMX,
Stockholm and NASDAQ, New York stock exchanges.

    www.ericsson.com www.twitter.com/ericssonpress

    www.facebook.com/technologyforgood www.youtube.com/ericssonpress

    Ericsson sets tone for new music trends with Avicii:
http://hugin.info/1061/R/1668787/541952.pdf

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    Source: Ericsson via Thomson Reuters ONE

    [HUG#1668787]

FOR FURTHER INFORMATION, PLEASE CONTACT
Ericsson Corporate Public & Media Relations
Phone: +46 10 719 69 92
E-mail: media.relations@ericsson.com

Ericsson Investor Relations
Phone: +46 10 719 00 00
E-mail: investor.relations@ericsson.com

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