Steve Angello and Google Play to collaborate for ‘groundbreaking’ experiment as part of Miami Music Week
Showing no signs of slowing down following the break up of Swedish House Mafia, the Grammy-nominated Swedish DJ is to host an event for Size, the record label he founded ten years ago, as part of the Miami Music Week. But, for us punters who cannot attend, there will be a an ‘exciting partnership’ with Google Play which promises to ‘bring music to fans in a way that has never been done before’.
The event, entitled #DECADE, is to take place in the RC Cola factory in the city on March 27th, with a line-up including Thomas Gold, Sunnery James and Ryan Marciano, Third Party, An21 and Max Vangeli, Tim Mason, and Nari & Milani, as well as Angello himself, obviously.
The Google Play collaboration could be very interesting, however. To call it ‘groundbreaking’, disregarding the potential marketing speak that is surrounding the vent, it could not merely be an instant download of the event once it has ended, as that such a service has been done before by other artists, and there are companies that already specialise in this. Perhaps we could see this as the first European or global availability for YouTube’s premium channels, which have been running as a trial in the US over the past year. But, again, it comes back to the integration with Google Play- not YouTube.
It is widely known that events from the electronic music world rely heavily on pyrotechnics and visuals (which would be lost if it was merely a recorded product), therefore we might be able to watch the show on our Android devices, via Google’s Chromecast platform, and then download the show and album as part of a one-time purchased package? It’s a pretty cool idea, but it doesn’t really deliver the notion of a ‘cutting edge’ partnership. Only time will tell, and we’ll know more as details are announced ahead of the gig.
#DECADE is taking place in the RC Cola factory in Miami on March 27th. There are no Irish dates for Steve Angello scheduled at the moment, but he will be appearing at T in the Park and Creamfields in the UK, and Tomorrowland in Belgium.