Lawrence Lui, Senior Director of Marketing at Astralwerks Records, who has
Swedish House Mafiaand David Guetta playing this year's festival.
Although dozens of bands are vying for a bit of buzz at this year's Coachella Valley Music and Arts Festival, the real breakout star of 2012 might just be EDM, with artists like Afrojack, Avicii, Kaskade and Amon Tobin all given prime slots at this year's fest. Lawrence Lui, Senior Director of Marketing at Astralwerks Records, was at the festival to help support Astralwerks artists Swedish House Mafia and David Guetta, but also to check out some of the many other electronic artists making waves.
"I'm psyched to see M83, Madeon, and just to wander from tent to tent to come early and check [different artists] out and discover things," Lui told Billboard. Swedish House Mafia, of course, closed out the Coachella main stage on Friday with a raucous, special-effects-laden performance, and Lui called it "serendipitous" that SMH member Sebastian Ingrosso was also asked to perform as a solo artist on Saturday in the Sahara dance tent. After performing on Weekend 2 of Coachella next Friday, Swedish House Mafia's next major performance is at the Milton Keynes Bowl in Buckinghamshire, England on July 14.
Meanwhile, Guetta is primed to follow Ingrosso on Saturday night in the Sahara dance tent; with the French producer's Nicki Minaj-assisted single "Turn Me On" still sitting at No. 12 on the Hot 100, Lui says that "Titanium," Guetta's collaboration with Sia, will be the next single to make an impact in the States after becoming a hit in the U.K. earlier this year. But when pressed about potential guest stars during Guetta's Saturday night set, Lui remains mum. "I'm sworn to secrecy," he says, "but if it can rain at Coachella, anything can happen."