In 2003, when Steve Angello of Swedish House Mafia launched his Size Records imprint, the DJ and producer saw it as an opportunity to not only build his own brand, but mentor and provide a safe haven for some of EDM's brightest up-and-comers. Now, nearly a decade later, Angello's label will host a massive party in the heart of New York. "Size in the Park," a five-hour EDM showcase headlined by the DJ himself, will touch down at Rumsey Playfield in Central Park on September 22nd and feature all-stars from the Size roster, including AN21 and Max Vangeli, Sunnery James and Ryan Marciano, and Third Party.
"I would never have dreamt about playing Central Park," Angello tells Rolling Stone. "I saw the subject line in my email – it said 'Size Matters at Central Park.' I didn't even read the email. I just replied 'Yes, I'll take it.'"
Angello's excitement over landing the Central Park gig goes back many years: the now-29-year-old first became fascinated with the Big Apple as a child growing up in Stockholm. "New York was the only big city that we knew about," he says. "It's always been a dream of mine to go in there and do the things we've done" – a journey that included selling out Madison Square Garden in 2011 with Swedish House Mafia. The reality of the Central Park show is still hard for Angello to comprehend. "You pinch yourself to see what the fuck's going on," he says with a laugh.
Knowing he'll get to share the experience with his labelmates only adds to Angello’s excitement. "I feel blessed to be able to provide everybody with a safe home," he says. "We mentor these guys. I'm not telling them what to do, but we're helping them. If they have any questions they call me. I'm here for them 24/7."
It's a busy rest of 2012 for Angello: in addition to hosting Size in the Park, the DJ also has solo records on the way and says he is starting work on a new series entitled "This Is . . ." – a project which aims to introduce notable EDM artists to new fans. "With so much new fans to the electronic dance scene," he says, "I think it's important to educate them."
Angello is adamant that the time is now for EDM acts to venture into unfamiliar territory. "Dance music is finally accepted as a genre of music and we have finally are being invited into these bigger venues," he says. "I think we owe it to ourselves and the fans to make the best out of it. We fought to get here."
Tickets go on sale this Friday starting at 12:00 p.m. ET and will be available at the festival’s official website, launching today at 4:00 p.m.