Swedish House Mafia's manager on the US, money and the changing EDM game

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As the “equal member” who powered the success of the Swedish House Mafia, Amy Thomson has a well-earned reputation as one of dance music’s straight shooters. At IMS Engage in Hollywood, the renowned manager (who is now also stationed as music director at ambitious new Las Vegas club LIGHT) sat down opposite Troy Carter, manager of pop powerhouse Lady Gaga. It was a meeting of sharp minds who’ve taken their artists to stadium-filling behemoths, and Thomson was in a no-messing-about mood. “Do you think the way America has grabbed electronic music will actually kill it?” Thomson, a UK native, asked Carter. “Because I do.”

Later, she was asked by an audience member to elaborate on that outlook. “I worry about it, to be honest,” she said of the enormous cash values entering the picture, a theme that opened the conference in the one-on-one with Shelly Finkel from the acquistion-hungry SFX Productions. “I feel the investment buzzards are circling. I worry about the big valuations flying around that could lead to disappointment. What you don’t want is some big fucking massive city sale and everyone’s fucking cheering, and then in three years time you’re declared bankrupt and you’re a stigma for 20 years when you’ve just finally been accepted and legitamised.

“The buzzards circling worries me,” she continued. “The saturation worries me. But who backs down? Which promoter stops? There’s a huge demand, it’s being supplied currently, but at what point do kids get sick of it, and whose fault will that be? I’m as guilty as anyone else.”

Thomson highlighted the Swedish House Mafia’s sell-out show at Madison Square Garden as a tipping point. “It attracted a lot of people to the table and I wasn’t really comfortable with that,” she told the room. “I worry that by doing that it’s attracting all these millionaires, billionaires, trillionaires coming in and all I can think about are the kids who must think that’s shit. They must think, I don’t want to go to a business conference, I want to go to a fucking rave.”

During the questions from the floor, someone got a laugh asking if there’s an inevitable reunion tour scheduled. “We’re going to have a break, we’ve been on the road for three years,” Thomson said. “Sebastian [Ingrosso] and Axwell are creating a new brand called Departures, launching at Ushuaia in June. We’ve got a great group of DJs joining us for summer. All of them have big records on the runway. We have studio time booked in the fall. We’ve got some really interesting songwriters. We’re going to try to be graceful moving forward, and I’ve genuinely got no fucking clue when the reunion tour is.”

Over the trajectory of the Swedish House Mafia, Thomson has proven to be a virtuoso of marketing. The trio’s farewell tour saw blockbuster returns. Additionally, send-off single Don’t You Worry Child was their biggest hit in the U.S. and earned a Grammy nomination. Of the group’s 360 deal, Thomson said “we’ve nailed that model”. And her secret to keeping artists on-side? “They trust you over time if you don’t fuck them over.”

ALSO FROM IMS: ‘There’s plenty of money left’: SFX talk EDM spending spree
ALSO FROM IMS: Diplo’s social media panel gets super-awkward



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Suspekt said on the 18th Apr, 2013

Amen... good to see some of the people at the top of all this have some perspective. But I think in her position, she also has a bit of a responsibility to stop the boom from busting too quickly, too.


lawlietskyy said on the 18th Apr, 2013

"I've got no f*cking clue when the reunion tour is"

So there will be a reunion tour. Suck sh*t to the losers who paid through the ass for the 'last show ever' tickets on ebay etc.

And furthermore, Why am i not allowed to fucking swear but Amy Thomson is?


DTrancer said on the 18th Apr, 2013

Hahaha, pot. kettle. black. Ranting away on your comedowns again, Amy Thomson

Adam one

Adam one said on the 18th Apr, 2013

I find the irony and hypocrisy in her comments, which are very likely entirely correct, of staggering proportions. Her act is one of the worst offenders and precisely what she is criticising??!!

I only hope that underground scenes in places like Berlin survive this shift that is plainly occurring.


wheelo007 said on the 18th Apr, 2013

If any downward shift occurs, it will occur exactly where there was an equivalent upward shift; America. Personally, I don't give a shit if that happens, because venues and artists that have been around since before all this hype will continue to exist after the novelty wears off. All that means is higher quality and a supply equal to demand. Balance restored!


Wowk said on the 18th Apr, 2013

I have to agree with a lot of comments that have been made - it seems really odd for her to be making these sorts of comments when she manages an act that is largely responsible for this exact thing


migwayne77 said on the 19th Apr, 2013

Stupid is as stupid Does = Amy Gump Thomson


Shayno89 said on the 19th Apr, 2013

Bit of a potty mouth..


bentas74 said on the 19th Apr, 2013

wat a dumb tunnel she sounds like


twistedbydesign said on the 21st Apr, 2013

'We%u2019ve got some really interesting songwriters.'

"Don't you worry, don't you worry, child.
See heaven's got a plan for you.
Don't you worry, don't you worry now.

Yeah, she knows she's a lying cunt.
No other word for it.


scottyk82 said on the 22nd Apr, 2013

I wanna know your name...
Know your name...
I wanna know your name...
Know your name...

Oh yeah

"Tunnel"..... gold.


SANDSHREW said on the 22nd Apr, 2013