Avicii — I’m Tim: A Gripping Documentary About the Struggle Behind the Music and the Creation of a Super Brand
The Netflix documentary Avicii — I’m Tim offers a powerful and emotional glimpse into the life of Tim Bergling. Through exclusive home videos, voice recordings, and interviews, it paints a nuanced portrait of an artist who not only changed the music world but also struggled with immense pressures behind the spotlight. The documentary highlights both his brilliant musical talent and the darker sides of life as a global superstar, but it also leaves important questions unanswered: How was the phenomenon of Avicii created, and why don’t all those who contributed receive the recognition they deserve?
Metromode has taken a closer look at the phenomenon of Avicii and Netflix’s new documentary Avicii — I’m Tim. The film is a gripping and well-crafted portrayal of Tim Bergling’s life and his struggles behind the spotlight. At the same time, we can’t help but feel that the documentary doesn’t tell the whole truth about Avicii as a phenomenon and the forces that shaped one of the world’s most iconic artists.
In this article, we outline the documentary’s strengths and what it offers viewers, but also what is missing from the story. We reflect on the invisible work behind the success and highlight key figures such as Arash “Ash” Pournouri, whose role in Avicii’s career does not receive the recognition it deserves.
A Deep and Emotional Documentary
Netflix’s documentary Avicii — I’m Tim is a profound and emotional portrayal of Tim Bergling’s (Avicii) life, from his early breakthrough to the tragic circumstances of his passing. Directed by Henrik Burman, the film paints a nuanced portrait of an artist who transformed the music industry but also battled immense internal and external pressures.
The film combines never-before-seen home videos, voice recordings from Tim’s private archive, and interviews with family, friends, and colleagues such as Chris Martin and Aloe Blacc. Through these elements, viewers gain a unique insight into Tim’s journey from a passionate producer to a global superstar.
A Journey from Passion to Pressure
Tim quickly became one of the world’s most sought-after DJs, whose music not only defined an era but also set a new standard for what electronic dance music (EDM) could be. With tracks like “Levels,” “Wake Me Up,” and “Hey Brother,” he integrated EDM with pop music, reaching a broader audience than ever before.
But behind the success lay a deeper struggle. The documentary reveals the constant balancing act between Tim’s love for music and the pressure of being a global brand. Tim himself reflects in the film:
It was like I never got to just be Tim.
The Struggle with Anxiety and Addiction
One of the most heartbreaking aspects of the documentary is its honest portrayal of Tim’s battle with mental health and addiction. His hectic schedule and constant touring took an immense mental and physical toll. In a voice clip, Tim describes his anxiety as “a stone in the stomach”—a constant, relentless weight that never went away.
Tim’s father, Klas Bergling, plays a central role in the film. He speaks candidly about the family’s attempts to support Tim and break the destructive patterns that had begun to take over his life. One particularly gripping scene shows Klas and Tim’s manager, Arash “Ash” Pournouri, organizing an intervention:
It was unbearably painful to see his reaction. He was furious and refused to admit that he needed help. But after hours of conversation, there was a shift, and he finally agreed to get help
After the intervention, Tim tried to create a more balanced lifestyle. He paused his touring and rediscovered the joy of making music on his own terms. However, despite these efforts, the documentary heartbreakingly reveals that the pressure from both his own perfectionism and the industry never truly left him.
Tim’s Tragic Death
On April 20, 2018, during a trip to Muscat, Oman, Tim took his own life at just 28 years old. His passing shocked the entire world and served as a wake-up call about the psychological and emotional pressures many artists face behind the spotlight. The documentary approaches his final days with great respect, allowing Tim’s closest loved ones to share their reflections on his struggles and the void he left behind.
Klas Bergling encapsulates the pain in a powerful reflection:
We never imagined that something like this could happen
Ash Pournouri: The Visionary Behind the Avicii Brand
Arash “Ash” Pournouri played a central and decisive role in creating and shaping the phenomenon of Avicii. He was not just a manager but also a creative visionary and strategic thinker who recognized Tim Bergling’s potential and transformed it into a global brand.
As the executive producer for all of Avicii’s albums and co-creator of tracks like “Wake Me Up” and “Hey Brother,” Ash was instrumental in defining Avicii’s sound and identity. His ability to merge creative ambition with strategic insights made him invaluable. Beyond the music, Ash was also the driving force behind Avicii’s spectacular tours and collaborations with global stars, further cementing Avicii’s position as one of the world’s most influential artists.
When Metromode interviewed Ash about the documentary, he shared his thoughts on his role and the grief after Tim:
It still hurts terribly to see and hear about Tim. I miss him every day and struggle to find peace in my grief. But what hurts almost as much is how long it took for the objective truth to emerge—a truth based on facts rather than speculation and rumors.
Ash also reflected on his relationship with Tim and their close collaboration over the years:
Tim was more than an artist, he was a creator who changed the world with his music. From the very first moment, I saw his unique talent and knew he could reach incredible heights. But success comes with a cost, and it pains me that the cost was so high. My goal was always to support him, both as a person and as an artist, but I wish we had all understood his struggles more deeply while we still had time.
A Strategic Breakthrough: “Levels” and Global Success
A clear example of Ash’s strategic vision was how he positioned Tim’s breakthrough track “Levels” as a global hit. Ash recognized the song’s potential early on and ensured it reached the right audience through strategic performances and marketing. “Levels” became not just a commercial success but a milestone in electronic music, a track that defined an entire generation of EDM fans.
Ash’s work with “Levels” cemented Avicii’s place as a global superstar and highlighted the importance of combining an artistic vision with a well-thought-out strategy to maximize the reach of the music.
Groundbreaking Fusion of EDM and Pop
One of Ash’s most notable achievements was how he and Tim together changed the way we perceive EDM. With tracks like “Wake Me Up” and “Hey Brother,” they took the step to break down genre boundaries, opening the door to a broader audience.
Ash was an advocate for experimenting with influences from pop, acoustic music, and even country. This gave Avicii’s tracks an emotional and universal quality that few other EDM artists managed to achieve. This innovative blend made Avicii’s music not only commercially successful but also deeply meaningful to listeners.
Building a Global Brand
One of Ash’s greatest strengths was his ability to think beyond the music. He saw Avicii as more than just an artist—he built a global brand. By establishing partnerships with well-known brands such as Ralph Lauren and Coca-Cola, Ash elevated Avicii to a cultural status that extended far beyond the music world.
He also worked intensively on creating Avicii’s live performances, which became renowned for their visual brilliance and use of groundbreaking technology. These elements transformed Avicii’s concerts into unforgettable experiences, further strengthening his brand identity and appeal.
A Creative Partner in Music Production
Ash was not just a manager; he was also deeply involved in the creative process. He actively participated in songwriting, production, and the overall musical vision. His ability to combine creative ambitions with strategic insights helped Tim create songs that not only topped charts but also deeply resonated with listeners.
When Recognition Falls Short: A Selective Narrative
Despite Ash’s pivotal role, his contributions are downplayed in both Avicii — I’m Tim and the earlier documentary Avicii: True Stories. This is particularly notable given that his leadership and creative vision shaped Avicii’s career on every level.
The narrative of “the isolated genius” is often more commercially appealing, which could be one reason why Ash’s contributions have not received the recognition they deserve. The story of “the independent creator” may resonate more broadly, but as Metromode reflects, it is impossible to separate Avicii’s success from the partnership that formed the foundation of his phenomenal journey.
A Parallel to Other Iconic Partnerships
Ash and Tim’s partnership is reminiscent of other legendary collaborations in the music industry, such as Quincy Jones and Michael Jackson or Scooter Braun and Justin Bieber. These relationships demonstrate that greatness often arises when creativity meets strategic thinking.
What made Ash’s role so unique was his dual function as both manager and creative partner. As the executive producer of all Avicii’s albums and an active contributor to shaping his sound, Ash played a central role in defining what made Avicii one of the most distinctive voices in electronic music. His contributions extended far beyond business—he was instrumental in creating the sound that transformed the music industry and set a new standard for the genre.
Despite this, Ash has not received the same recognition as other behind-the-scenes icons, a discrepancy that warrants further scrutiny.
A Timeless Legacy: Tim and Ash as the Architects of the Avicii Phenomenon
The truth is that Avicii was not solely the result of Tim’s incredible musicality but also of Ash’s visionary leadership. Together, they created a movement that fundamentally changed the music industry.
Without Ash’s strategic vision and his tireless work behind the scenes, the world might never have experienced Avicii as we know him today. Tim’s melodic brilliance and Ash’s ability to navigate the commercial and creative worlds together created something that was more than just music, it was an identity, a sound, and a legacy that will endure for decades to come.
Feeling unwell? Here’s where you can turn for help in Sweden:
SOS Alarm 112 – Call 112 if you are worried that you might harm yourself or someone else, or if you are feeling very unwell and having thoughts of taking your own life.
Vårdguiden 1177 – Call 1177 for medical advice and information about the nearest psychiatric emergency department.
Mind.se – Provides support via phone and chat for anyone struggling with mental health issues. Visit mind.se or call their helpline.
Jourhavande medmänniska – Phone number: 08 – 702 16 80. Available every day between 9 PM and 6 AM.
Jourhavande kompis – Accepts calls from children and young people up to the age of 25. Chat service available weekdays from 6 PM to 10 PM and weekends from 2 PM to 6 PM.