This past Thursday at SXSW in Austin, TX, fans were asked to complete a task with a surprise reward: find 6 Zedd signs hidden across Sixth Street and take pictures in front of each one. After completing the task, fans would return to a parking lot where staff notified each person that only 50 entries would qualify for a surprise event, with no other details except to sign a waiver that said each person was “down for whatever,” for a full night hosted in some way by Zedd.
Lucky winners of the elite 50 managed to get a badge after the photo hunt and one lucky participant even put the picture of his on Instagram.
Finally, a limousine picked up the participants and headed 90 minutes northwest to the secret location, which turned out to be historic Longhorn Cavern State Park. In the cave, gourmet food and beverages were waiting with bartenders and servers on hand.
42 Entertainment was responsible for quite a special plan: design the cave around the color purple. There were purple lights placed all over which gave the cave a very unique look (see below). Meanwhile, fans arrived with no sign of Zedd. But they were greeted with many gifts that included purple Beats by Dre Headphones. The staff set up a memorable scene, which led to Zedd eventually appearing and debuting his new song called “Addicted to Memory” off his upcoming album. His goal: make each song on the album have a color associated with it. He explains:
“Every song on this album is associated with a color and we decided the song we’re debuting tonight is purple. The amount of detail that went into that — from the purple skittles on the limos, the purple drinks, the purple food, the lights — it’s pretty magical.”
Fans eventually had the opportunity to do a meet and greet with Zedd, whose idea seemed to resonate with flying colors. His upcoming album is trying to give life to the way an album can tell a story.
“I think it goes back to my history playing rock music and jazz music,” said Zedd. “When I first started making electronic music I was surprised at how everyone was releasing singles with maybe and EP here or
there. That’s not enough time to tell a story. If I put out one of the True Colors songs out of context, they might not understand. It’s really important to me to share my passion in the form of an album. That’s what I love doing.”
Check out the photos and stay tuned for more about Zedd's new album!