Clients / Artists / PRMD Records LLC.


Ash Pournouri, founder of AT Night Management and manager/strategist behind the global success of DJ/producer Avicii, has announced the launch of PRMD Records LLC. PRMD Records will be headquartered in the historic financial district of Stockholm. Danish DJ/producer Morten Breum and Swedish DJ duo Cazzette are the first artists signed to the label.

In making the announcement, the Grammy-nominated producer Pournouri said, “My goal has remained the same since starting my management company four years ago in Stockholm - to identify and develop talented producers and artists, taking them first to fans and then to the marketplace through new paradigms, creative brand partnerships and front running third party platforms. The enormity of Avicii’s success proved that we could do that on our own. PRMD will maintain the creativity, spirit and flexibility of an independent label, but with enhanced distribution channels that will allow us to continue to compete in the global marketplace as an influential market player.

“We hope to be a creative hub for all artists,” he continued. “PRMD’s landmark facilities will be ready in June and will include four top-of-the-line recording studios and video production facilities in a historic landmark building.”


PRMD’s first release will be the full launch of Cazzette’s “EJECT” album, which PRMD is having released through a seven figure, multi-year, exclusive partnership with the Island Def Jam Music Group.

Pournouri has spent the last eighteen months developing Cazzette, aka Alexander Björklund and Sebastian Furrer, through strategic touring (they are the only artists to have played influential electronic music festival ULTRA’s main stage in Miami three times in two years), A&R direction, image consultation and the art direction of their popular videos. Pournouri conceived an innovative partnership with Spotify to launch the project, and a strategic alliance with VEVO for video releases.

“We saw these platforms not only as a source of income, but as marketing partners, which allowed us to compete with major labels in the development of a new act,” said Pournouri.

In the eight months since the Spotify launch, Cazzette has topped Billboards dance charts and garnered a combined 8 million views on VEVO/Youtube. Spotify reports that Cazzette music has 19.4mm streams since the September launch of the campaign, and their hit track “Beam Me Up” has 4.4mm total streams.

“Spotify is an incredible marketing machine,” continued Pournouri. “Contrary to industry thinking, we felt an alliance would not compromise sales, but enable us to spend more money on videos and other marketing tools. And we were right as our huge deal with Universal and Def Jam Music Group, one of the industry’s biggest major labels, demonstrates. Our success with Cazzette really allowed us to tweak our machine and prepare to launch PRMD in full.”

PRMD also has offices in New York, headed by industry veteran, Victor Lee.