Cazzette is about to blow up, or at least that’s what one of the world’s largest streaming services claims. When their debut album Eject drops tomorrow, it will be marketed in full force by Spotify to millions of users worldwide. The major marketing push is really more of an experiment for the company to discover whether or not they can help break new artists. It just so happens that their first “experiment” is being done with one of the most hyped EDM artists of the year. Cazzette is a Swedish DJ duo consisting of 23-year-old Alexander Björklund and 19-year old Sebastian Furrer. They just wrapped up a 17-date September tour in the US and have received support from David Guetta, Tiësto, Swedish House Mafia, Avicii, and Martin Solveig to name a few. The underground success for the duo began a year ago when Cazzette released their first track, a remix for Avicii entitled “Sweet Dreams (CAZZETTE meet AT NIGHT Mix), which charted at the Top20 on Beatport Top100 General Charts for months. Soon after, their bootleg of Adele’s “Set Fire to the Rain” landed the number one spot on HYPE MACHINE Most Popular after being uploaded on their Soundcloud page.
Their musical product is in demand and ready to infiltrate the ears of the electronic world, as their Dub House style has already won over countless EDM fans and listeners. This gives Spotify an edge and definite advantage in their “experiment” to see if they can fuel downloads and drive fans to concerts. “We want to be a powerful partner to artists so they can leverage our platform to build strong one-to-one relationships with their fans,” said Steve Savoca, Spotify’s global head of content. “That’s something we’ve been putting a lot of effort into lately.” It seems like a logical diversion from their low royalty amounts and culture of free music that the company has been creating since it’s conception. Other artists’ feelings aside, Cazzette doesn’t seem to mind and will only gain from the exposure, especially with hype reminiscent of the alien arrival in the 2009 film District 9, EDM style. Check it out in the official music video for their new single, “Beam Me Up.”
With awesome new music and an incredible team on their side, not to mention the list of EDM names supporting them, Cazzette is positioned for success, with or without Spotify. However, as the first album exclusively releases on the streaming service, it will be interesting to see how quickly Eject is shared through social media. With the growing genera of EDM, the partnership makes sense, since most early adopters will spread the album like wildfire. Cazzette also views album sales as secondary to their main avenues of exposure and touring. In agreement, their manager, Ash Pournouri from At Night Management (same manager behind the meteoric rise of AVICII), admits that it will be easier to see the effects of the exclusive promotion “without a major label or other corporate marketing machine behind them.” So, put Eject on your listening list for tomorrow and be prepared for a Swedish takeover.
By Steve Harpine | Nashville Ambassador | @Steve_MWL | Beat-Play & Music Without Labels, LLC