Eric Prydz FEATURING JAN BURTON – Niton (The Reason) OFFICIAL VIDEO (out 6th Feb 2011)
Eric Prydz is one of the few dance artists circa 2010/11 who combines critical and commercial acclaim. ‘Niton (The Reason)’ is bearing all the hallmarks of becoming his 4th UK hit, having grown from an underground instrumental smash into one of 2010’s biggest club anthems. The track has been a Zane Lowe ‘Hottest Record In The World’, a Cool Cuts No.1, Essential New Tune for Pete Tong, and been championed by Annie Mac, Scott Mills, Vernon Kay, and many more.
A household name with a No.1 and two No.2 UK hit singles under his belt, Prydz has enjoyed one of his best 12 months to date. His arena at Creamfields was the busiest of the festival, he sold out his London warehouse event weeks in advance, his show at Manchester’s Warehouse Project sold out faster than any other, and his season-long residency at Cream Ibiza broke previous records. Meanwhile, a steady flow of Pryda releases (under his underground pseudonym) has ensured he’s remained Beatport’s biggest-selling producer.
Following Prydz’s No.1 debut for Ministry Of Sound, he was the only artist ever to be given the go ahead to sample Pink Floyd. Prydz released the Grammy nominated ‘Proper Education’, the reworking of Floyd’s ‘Another Brick In The Wall’ that reached No.2 in the UK charts. Eric took charge of the music video; the resulting promo and its accompanying environmental theme was hailed by Greenpeace, used as part of the NGO’s own marketing campaign, and is still requested by schools across the world.
He followed ‘Proper Education’ in 2008 with the instrumental, ‘Pjanoo’. After becoming Beatport’s fastest selling release, the track was championed by Zane Lowe and Pete Tong, given 4 separate Radio 1 ‘Record of the Week’ accolades and was playlisted by the station seven weeks upfront of its release; it hit No.2 that summer.
‘Niton (The Reason)’ features remixes from Sigma, Russ Chimes, Treasure Fingers, and Boy 8 Bit, and looks set to follow his previous chart smashes.