Last week (July 17),Aviciigave a select audience a taste of his new album, “#TRUE” (PRMD/Island Records)from the highest level he could find— the terrace of theHigh Line RoomatThe Standard.The event, sponsored byRalph Lauren Denim & Supply, also saw some highly-placed execs likeBarry Weiss,chairman & CEO, UMG East Coast Label Group,Island Records presidentDavid MasseyandPresident & COO of Island Def Jam Music GroupSteve Bartelsas well asZ100’s Sharon Dasturbobbing their heads to the EDM bass and beats.
In a dimly lit room with a glass wall overlooking the Hudson River, Avicii(a.k.a.Tim Bergling)opened the listening party with a projection of the music video for his album’s first single “Wake Me Up,” which some have described asEDM meets a country hoedown.
“When you hear the album, you’re going to hear incredible production that isAvicii, and voices you’ve never heard before,” Massey said in his introductory remarks. “It’s going to be special, it’s going to be groundbreaking…no one has really made a record like this before,” he enthused. An assertion Avicii himself soon substantiated.
“This is an unveiling that no one has ever heard before,” Avicii said. “The whole process is a mixture of influences I’ve had growing up. I decided to name it ‘#TRUE’ because it’s honestly true to myself and the music I listen to when I’m home. This is the kind of music that I was able to make along with all the collaborators and all the amazing musicians.”Everyone in the room laughed, however, whenAviciiadmitted thathe actually “can’t play the guitar” or any real instrument for that matter.
The room heard seven new songs on repeat from “#TRUE,” including “Wake Me Up,” which according toMasseyisAvicii’sbiggest selling single of the year by far. The album willofficially be released onSept. 17. From what Backbeat heard we swore we heard whatsounded like Adele singing on one of the tracks, but when we inquired later we found it was Audra Mae, an American singer from Oklahoma City (and grandaughter of Judy Garland!).
We spoke withIsland’s Christine Moon,the label’s video promotions director, whodescribed 23 year-oldAviciias “Provocative, breaks boundaries, isn’t afraid to do things that might possibly get some backlash — which is very brave.Here on the top floor of the Standard, however, with an open bar and expansive views accompanied by fresh EDM beats, nobody in the room had backlash on their minds.
Read the article on Billboard.