Damn, was True that amazing? Someone at Sony/ATV must have been impressed, or feels that Avicii has a mint of music (or opportunities for his music to make them some money on the back end), as they had Avicii sign a long-term extension to his publishing deal, which covers everything from "Levels" to the material on True. He's been with EMI Publishing since 2010, and Sony/ATV senior VP of A&R for Europe Johnny Tennander thinks that Avicii "has developed so much musically since we started to work with him and he's now breaking new grounds with his debut album." Billboard says the key is the Sony/ATV European A&R team, which has been reaping in the rewards from work with acts like Lana Del Rey, which might explain the rapid success of Avicii's "Wake Me Up" in the UK. In any case, we only see Avicii making more money while crafting the kinds of polarizing tracks that will no doubt have ravers going crazy in the club, no matter what their flavor.