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Monetizing Music - ASH POURNOURI

12:00 AM ET Thu, 29 Aug 2013

Hailing from Sweden, 23-year-old DJ Tim Berglin -- known around the world as Avicii -- isn't the only man behind the brand. His Grammy nominated executive producer Ash Pournouri may not be on stage, but he is certainly the driving force behind Avicii's success. Reaching out to fans via social media platforms is something the Avicii brand has embraced since its inception, and Ash tells CNBC that staying true to the Avicii brand is something the duo has always consider to be most important.