More than 3,300 die-hard E.D.M. fans attended the nearly three-hour concert—Avicii performed for 80 minutes following an opening set by Henrick B—which generated more than eight million social media interactions. By purchasing a custom designed Aviciit for Denim & Supply T-shirt, guests received a code that they could use to register for the event as well access a private Web site with event info, a message board, Avicii videos and photos, and a platform for social sharing. Customers received their tickets a week before the concert.
Photo: Courtesy of TH Productions