But Avicii worries about the corporate overtones of EDM, and commerce interfering with art. "It's up to the artist to make sure EDM doesn't become too corporate, " he says. "Obviously, people will want to get involved when there is a chance to make a lot of money. "Corporations and media want a part of it and people will try to exploit it. That's what happens when things go mainstream. "But it's up to artist and promoters not to get greedy. Everybody needs to remember where they came from."
He's right of course but it's little funny hearing it from Avicii, who is known as being one of the faces of Ralph Lauren, has one of the highest booking fees in EDM, and has appeared in a Super Bowl commercial.