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 years no different.
In 2011, shuttle buses emblazoned with Avicii's name and likeness shuttled partiers to and from the Ultra Music Festival 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. Now, Avicii and manager Ash 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. -Pournouri.
That cool enough for ya? Read more details about the plans here.