Avicii has grown enormously in popularity over the last two or so years, and is well known for the catchy, lively club anthems with relatable and realistic lyrics, providing an escape for the audience; someone who is in the same situation.
Furthermore, Levels' cover artwork relates both to its music video and the idea of escaping to a different place. The music video starts with a man in an office environment, talking to a fellow co-worker, when he suddenly starts to dance. He scribbles Avicii's name on various surfaces, and dances on tables, while co-workers disapprovingly observe. Later, he gets immobilised by a taser and falls into a coma, where he has a vision of himself pushing a boulder up a mountain while lip-syncing the lyrics. At the hospital, just before he wakes up, a flower sprouts from his mouth, which infects the male nurses looking after him with an unknown substance, making them collapse to the ground. At the end of the clip, all the doctors and nurses end up dancing, also presumably infected. This heavily links to the front cover in that it could be interpreted that the eerie doorway is the abandoned/infected hospital, and perhaps it represents ground level, holding connotations to letting go and becoming free (preferably due to/through the music). He has his own font which is used to spell out Avicii; it is slanted and modern which linked to the tone of his music; edgy, different and new. It is also where his logo has derived from, as by filling in the 'A' and the 'V', you get unusual, parallel triangles. If you had never heard of Avicii before, and you just came across the triangle symbol logo, there would be a very subtle link made to the AV theme, which makes it easier to recognise his work. This was also used in the above music video, 'Wake Me Up' which highlighted the idea of people feeling isolated and out of place until they discovered Avicii.
Overall, the iconography clearly represents Avicii as a new, modern and fun artist, which really suits and supports his music work.
