Music Industry

Let’s Get Serious For A While

Six months after Avicii´s death, and I still can’t wrap my head around it.. We lost an amazing man and a great artist. But let’s take this from the beginning..

A couple of years ago, it was announced that Swedish House Mafia were making their farewell tour. They sold out Friends Arena in Stockholm, 3 days in a row. They quit and now, they’re coming back. In some cases, when artists are making their farewell tour, it’s nothing more than a cheap & dirty PR trick. Then we heard about Avicii quit touring. My first thought was it’s just another PR trick. They’re just hyping it to sell more tickets. Then I received a text from a friend telling me about Avicii’s death, which was really shocking. He also told me about this great documentary made by Swedish National Television, which highlighted the issues around Avicii and the whole music industry.

So when I received the text, I went back to my studio, made a big cup of coffee, and I took a break from working then watched the whole documentary. I wasn’t surprised by the content but it was so spot on. It was heartbreaking to see a guy that obviously didn’t enjoy this lifestyle and he’s open about it. He’s not happy at all about touring; he has some issues with his physical health, getting surgeries, and his mind doesn’t want to do it anymore. He keeps on repeating it but people were still pushing him. It must have been so frustrating and a complete nightmare for him..

Which led him to commit suicide.. It’s tragic and heartbreaking. Right now, I’m struggling a bit about my thoughts because I want to be as honest as possible. What people outside this “circus” see is the finished products that us labels are launching. Read any book about this industry, and the clear pattern is there’s always someone using someone else’s fame to make money. With Avicii, it’s obvious that things weren’t working out. His manager really made him big, and the success came out of a great TEAM WORK. So when people are saying that his manager killed him..Well, it’s not that simple and Avicii would’ve never become this successful if it wasn’t for his manager. So how much “pressure” is okay to put on your artists? And where do you draw the line?

I’m getting suffocated when I think about the tricks and things that are being used because it’s so far from what I personally believe in. Life is so much more than just pleasing everyone and being exploited to become a product. I just don’t understand how people can be easily tricked into wanting that for themselves. Every year, if you watch talent shows such as America’s Got Talent and so on, people are queueing for hundreds of meters outside. Everyone wants to become a star, the quick & easy way. Guys, please understand that everything about this industry is fabricated. And nobody really gives a f**k about you. The day your music stops selling, you’re out.

Avicii, he really loved music, he wanted to be in the studio and create. He didn’t enjoy touring, playing live gigs, and other responsibilities that came with his fame. But when you have that kind of success and your songs are getting bigger than you, the workload becomes insane. Also, sooo much money is depending on you. Seeing that and knowing how he felt and taking into consideration what I know about the music industry, it’s really heartbreaking. No one should end up in that situation.

You have to be honest with yourself and everything that you do. Why are you doing this? If you’re lost or hesitate if what you’re doing is right or wrong, go back to the basics. Your job is not to make money; it is to wake up every morning and find out where you are going. Focus on moving forward and enhance all the good things inside of you then get rid of all the bad things. In Avicii’s case, he should have stopped touring many years ago and focused exclusively on studio work and “healing” himself, he should have been surrounded by people that sincerely cared about him and helped him solve his issues. There are many “he should haves” but we can’t turn back time. We should all learn from this. Be the best version of yourself and listen to your heart.

This topic is big and sensitive for me because I am passionate about finding the essence of it. I want to give everyone a wake-up call. No matter who you are and how successful you become, it doesn’t matter. If you do things from the heart, then you’ll be successful in whatever you do. Success doesn’t mean being famous, earning millions, being in Hollywood, and all of those superficial things. It’s about being satisfied where you are, having the freedom to do more of what you love, being surrounded by genuine people who cares about you. The fame, millions, etc will come. But when they do, you’ve already realized that nothing in life is worth more than – Your life.

As Uncle Ben says, with every power comes great responsibility. Being famous, it comes with a lot of responsibility where you also sacrifice a lot of your freedom. Your every step will be dictated, publicized and criticized. So, carefully think first IF you’re ready to face the responsibilities.

We would love to know your thoughts! Leave a comment below!

Best / Dejo
CEO, Eleven B Studios

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