Avicii’s manager Ash Pournouri has always seen the week of Ultra Music Festival in Miami (also called Miami Music Week) as a marketing opportunity beyond just a big gig.
“What we do every year in Miami for Ultra week has become sort of an EDM happening of its own,” says Pournouri. “Every year we try to break boundaries and do it bigger and better and this year’s no different.”
In 2011, shuttle buses emblazoned with the Swedish DJ/producer’s name and likeness shuttled partiers to and from the UMF site. In 2012, Avicii ice cream trucks drove the streets of South Beach, delivering some refreshing sweetness to the fans and industry-ites who crowded the city. In that same time period, Avicii went from afternoon attraction to main stage headliner, and upstart DJ/producer to established star.
How do you top that? Announced with little detail via a teaser video on Monday, Pournouri’s next Miami act extends the Avicii moment from a bus ride or a sweet treat to the entirety of a South Beach stay. For ten nights only, the Avicii Hotel will give select guests a 24/7 Avicii experience, during dance music’s biggest week of the year.
Avicii and Pournouri’s AtNight management team will be taking over the Marlin Hotel at 12th Street and Collins Avenue for the duration of Miami Music Week, from March 15th to 24th (incorporating UMF’s two weekends), Billboard has learned. Everything from the soaps to the bathrobes to the art in the rooms will be Avicii-branded, hoping to “create the Avicii experience.”
“A hotel will be hard to beat, but the challenge is half the fun,” says Pournouri.
Pournouri’s Miami approach has always centered largely around heavily-branded visual cues, including Avicii swag distributed during his Ultra set, and those shuttle busses, wrapped in Avicii photos. The Avicii Hotel is likely to continue this highly visible approach: modifications to the hotel’s exterior are promised, though no specific details were disclosed. “People are going to notice passing by that it’s definitely an Avicii hotel,” said Carl Vernersson, head of business relations for AtNight.
Unlike the enormous crowds who frequent Avicii shows, staying at the Avicii Hotel will be a decidedly exclusive experience. With only 16 rooms available, getting a reservation will likely be next to impossible for the common fan. The hotel does have a restaurant, though, which could play host to larger parties throughout the week — though nothing was confirmed to Billboard.
AtNight tells us that pricing for the hotel will come with the full announcement later today, but that a stay will come with “benefits that no other hotel will be able to give its customers [that week].”