Avicii used to be the ambassador for Denim & Supply, a now-defunct Ralph Lauren clothing label.
The brand aimed for a rock’n’roll aesthetic (showrooms filled with guitars and amps; designs influenced by vintage hard rock T-shirts, etc) so staff were a little mystified that bosses chose a Swedish EDM DJ to be the company’s face.
Not that they had a problem with Avicii himself. In fact, he was extremely generous, dishing out dozens and dozens of free tickets for his gigs. The trouble was that – after being forced to listen to his music all day, every day, in store – no-one wanted to go.
Instead they tried to fob their tickets off on junior staff or the cleaners, whipping up ever-more creative excuses as to why they couldn’t attend. After a while the bosses pulled rank. Terrified they were at risk of upsetting the star, word came down from head office that, at no notice, the whole team would have to cancel their prior engagements and go along to his gig.
On Valentine’s Day.