Touring

Eric Prydz's Move to CAA Will Help 'Bring His Artistic Vision' to Wider U.S. Audience

Eric Prydz
Rick Guest

Eric Prydz

Electronic titan Eric Prydz has signed with CAA and will be represented by music agent Alex Becket, whose roster also includes Rüfüs Du Sol, Lee Burridge, Arcade Fire's Win Butler, Bedouin, Monolink and more.

Prydz was previously repped by Paul Morris at Paradigm, although Morris left the agency in March to work exclusively with Tiësto. Prydz will continue to be managed by Michael Sershall of London's Sershall Management. CAA's Darryl Eaton, Hunter Williams and Mac Clark were also key in securing the signing and will work alongside Becket on Prydz projects. Prydz's team also includes global press by Infamous PR.

"It did happen very quickly, but also at the same time very organically," Becket says of Prydz joining the CAA roster, "from our first conversation with his manager, who's an old friend, to our old colleagues in London. It just really felt like we were on the same page."

Based in Los Angeles, the Swedish producer (who also produces under the aliases Pryda and Cirez D) is a nearly 20-year veteran of the scene and famous for both his expansive progressive house productions and groundbreaking stage shows, which -- even in a genre known for its focus on live spectacle -- have stood out on the grounds of their size and technical innovation.

"Eric is one of these incredible seminal artists that you don't get a chance at very often -- the opportunity alone was a thrill for us," Becket says, "but I think the immediate connection revolved around our strength and expertise when it comes to live touring and big touring productions. Eric operates in a genre that's known for really fantastic productions, but I think anyone who's a fan would tell you that he's in a league unto himself."

Prydz's most recent live show -- the Holosphere -- debuted at Tomorrowland 2019, and while the enormous production received rave reviews during the first weekend of the Belgian dance mega-fest, a stage collapse during the second weekend of the festival prevented the encore performance. The production had been scheduled to take place at both the 2021 installations of Tomorrowland and the UK's Creamfields festival, although both Holosphere performances were pushed to 2022 when the two festivals moved to the same date due to the pandemic.

Becket notes that while "it certainly will take a tremendous amount of advanced planning and really careful thought on when and where we could bring the show to the U.S.," doing so is not a goal for 2022. In terms of executing such oversized live spectacles, Becket adds that "I don't think there's any trepidation or intimidation about that at all. Quite the opposite. We welcome that challenge. He's got a team of experts around him, guys that don't mess around. We're just excited to see when are where we can get the Holosphere over here."

Prydz is currently scheduled to play a handful of club and festival dates through the end of the year, including EDC Portugal in June, Serbia's Exit Festival in July and Miami's III Points Festival in October.

"2021 will just be about seeing out those commitments and letting the dust settle in a post-COVID world," Becket says, "but I really hope that looking ahead to next year and beyond, we can just really cement his status as a truly unique and contemporary artist and a world leader in the dance space and production world. We're just excited to be able to help him bring his artistic vision and show to the U.S. market in even more ways than he already has."

Becket, a 2019 Dance Power Player, also recently helped conceptualize and launch a three-night run of Rüfüs Du Sol shows at Los Angeles' Banc of California Stadium this November 12-14. The Australian live electronic trio will play to 25,000 people each night, with the shows almost entirely sold out.