Founder of At Night Management
Stockholm-based music management and bookings company
With a masters degree in law already securely under his belt, Ash commenced his crossing into music as a knowledgeable, cocky, hard-nosed promoter in Sweden’s capital, the place where so much musical talent originates these days – Stockholm. Making special acquaintances and building strong relationships with the biggest names in the electronic scene at the time, Ash quickly assembled the necessary foundations for a lengthy and prolific innings in music. But unbeknownst to everybody but his self-assured own, Ash was well on his way to seriously dizzying career heights – soon enough he would trade in his promoting apron for a shot at management and the big time; and what a move that’s proven to be…
My mother’s home cooking and a milkshake.
How important is social media in marketing your clientele?
We built everything on social media. It was a core pillar of our marketing plan. The possibility to communicate directly with fans is an amazing asset and needs to be nurtured. Social media allows dialogue instead of the monologue offered in traditional marketing.
Most interesting headline you’ve read this week?
One of my musical role models doing it right: “Watch Eric Prydz Talk ‘Epic 3.0’ & Playing Madison Square Garden at All Costs” – Billboard Magazine Online.
What music is on your ipod/pandora stations?
All kinds of music blended together from folk to grunge to hip hop to movie scores.
In 2008, Ash spotted the then-18 year old Tim Bergling on a humble online portal (funny how these things start isn’t it) and instigated an immediate get-together. Sure enough, Tim was signed to ‘At Night’ – Pounouri’s management agency – and everything fell into place. Exercising the knowledge, experience and friendships acquired throughout his club promoting days, coupled with his strong legal grasp and unrivalled foolhardy ambition, Pournouri has single handedly sculpted and nurtured the teenager into one of the most in demand and hyped artists of our time – AVICII.
Now aged 25, the boyish Swede – under Ash’s scrupulous guidance – has stockpiled greater success than 99.9% of artists could ever hope to achieve a lifetime. The determination and drive at the heard of their partnership is reflected in the hard yards Ash and Tim put in over three years (2010-2012) when Avicii averaged 310 gigs a year, enabling Avicii to build a relationship with fans from New Dehli to Los Angeles via Melbourne and London. In 2013, Avicii performed 200 headline shows – his record breaking True Tour sold over 200,000 tickets in Europe alone (including 80,000 across two nights in Sweden). Now, Avicii is, through Ash, working with the biggest hitters in music, such as Nile Rodgers and Chris Martin, and more recently has been asked to work on Madonna’s album. Among this A-list company, Avicii’s more then holding his own, with Nile Rodgers observing – ‘Tim is one of the best song-writing partners that I’ve ever had’ (Rolling Stone, Jan 2014).
As proved with the now-superstar, Ash’s A&R prowess and ability to hone in on raw talent is what truly separates him from the pack. Rest assured, Avicii was no fluke. With his next management brainchild project – Dub House duo Cazzette – already in full swing and taking the blogosphere by storm, Ash is proving once again that his fingers are firmly on the pulse of an industry that has yet to realize its enormity. Cazzette will be the next success story from the Pournouri stable.