For proof the EDM craze has truly become an American household phenomenon, even our oldest sartorial institution – denim – will be getting a dance-ready makeover when Ralph Lauren Denim & Supply and Swedish mega DJ/producer Avicii kick off their Fall 2012 collaboration. Rolling Stone has learned that Tim Bergling (Avicii) will be featured in the brand’s new advertising campaign, the video element of which he will be co-producing and debuting on DenimAndSupply.com late this summer. Set to be filmed in New York City this week, the clip will debut the premiere of a brand new track and feature some of the DJ’s biggest fans for good measure.
Avicii – the man behind the club epic “Levels”, which you probably heard in the Super Bowl commercial for Bud Light Platinum – can be considered part of a new electronic renaissance currently renewing mainstream dance culture in the United States. Along with Skrillex and Kaskade, he is a YouTube god of the young and restless Electric Daisy set. Even Madonna is a fan: he invited her onstage at this year’s Ultra Music Festival and just released official mixes of the pop icon’s “Girl Gone Wild” single.
You can catch Avicii at Coachella on April 15th and 22nd. Rolling Stone predicts his set to be a major highlight of the festival.