How do you know when you’ve made it as a musician? It’s not just album sales and sold-out concerts; it’s when you’re well-known enough to be the face of an advertising campaign. This is the reality for Avicii, the 22-year-old Swedish producer who shot to fame over the past year. Reported by Rolling Stone at the end of last week, the “Levels” producer is part of the fall 2012 advertising campaign for Ralph Lauren Denim & Supply.
Avicii’s role is two-fold for the denim brand. The producer born Tim Bergling is appearing in advertisements and is co-producing a video. The video, featuring a new Avicii track and some of his fans, will debut on the brand’s website later in the summer. Filming commenced last week in New York, and as an update to fans, Bergling tweeted on April 12: ralph lauren photo shoot! Plaid heaven!
The Denim & Supply campaign isn’t Avicii’s first brush with fashion. Along with Skrillex, he was one of the headliners for the Music Loves Fashion event, which brings together the latest music with fashion and celebrities, at The Raleigh Hotel during Miami Music Week. During that same time period, he was also one of the Ultra Music Festival headliners.
Aside from working on the advertising campaign, Avicii is about to start his arena-headlining tour — a first for any EDM producer. His first U.S. performance is on April 17 in Bridgeport, Conn. – the closest date for those in the New York City area. Additionally, this past weekend, he was one of the major EDM producers to perform at Coachella.