International touring DJ and producer Alan Walker took to Ultra Music Festival‘s main stage this past Saturday for a 5 p.m. set time ahead of Jauz.

He played some major hits and had a special appearance from Steve Aoki as he dropped his remix of Aoki’s “All Night.” They also announced a brand new collaboration that is expected to arrive soon.

But then, things got weird. About 40 minutes into his set, the Norway native decided to either ‘prank’ his fans or have an epic fail as he played a Spotify commercial right before a drop was supposed to hit (at the six-minute-mark). He quickly scrambled to cue up the same track on another deck and go back to the buildup.

This is either a very well-executed, although ridiculous, marketing ploy or a weird mistake that came from downloading a rip of the track. Either way, the crowd didn’t seem to mind and his set continued to go off without a hitch.

What do you think? Was it a huge fail or a planned marketing move? Let us know in the comments below.