Avicii superfans express frustration over how his legacy is being handled

A heated debate has erupted within the Avicii community as fans on Reddit voiced strong concerns about how the late Swedish DJ’s legacy is being handled. A detailed open letter from a longtime fan ignited the discussion, which gained major traction within hours on the r/Avicii subreddit.

According to the post, many fans feel increasingly alienated by recent brand decisions, citing “commercialization over creativity” and “a lack of transparency” surrounding unreleased material. The author referenced interviews conducted earlier this year by Pophouse, the company overseeing Avicii’s catalog, which aimed to gather fan feedback but ultimately disappointed participants. Despite promises of follow-up, participants say Pophouse never provided any updates.

Moreover, the 10th anniversary of Avicii’s 2015 album ‘Stories’ intensified frustrations. Fans hoped for unreleased music, concert footage, or a deluxe edition, yet instead received limited-edition merchandise and a short teaser for an upcoming YouTube mini-series. “I had high expectations,” one fan wrote, “but all we got was new merch and a short clip. It feels heartless.”

The Reddit post also criticizes the rising price of Avicii-branded products, including sculptures and apparel marketed under the Tim Bergling Foundation, with some items priced as high as €9,900. Fans argue that these campaigns, while tied to mental health awareness, often blur the line between tribute and commercialization.

Ultimately, the conversation reflects a deeper issue within fan communities—how to honor an artist’s vision without turning it into a brand. Many long-time followers say they want to celebrate Avicii’s artistry through his music, not just through merchandise. As one commenter summarized: “Tim’s legacy should be about his sound, his emotion, and his message-not about selling products.”

See the full Reddit discussion here.