AXWELL Λ INGROSSO – TWO THIRDS OF LEGENDARY SWEDISH HOUSE MAFIA AND Beats by Dr. Dre LAUNCH NEW SINGLE “SOMETHING NEW” WITH #soloselfie HOLIDAY CAMPAIGN
The duo of Axwell Λ Ingrosso, former members of the legendary Swedish House Mafia, have officially raised the curtain on their campaign with the release of “Something New,” the first official single from their eagerly anticipated debut album as a duo, to arrive in 2015 on Def Jam Recordings in the U.S. and Virgin/EMI in the UK.
The brand new Beats by Dr. Dre #soloselfiespot, featuring music from “Something New, is live now on YouTube. The full-length world premiere of “Something New” premiered this past Wednesday as The Hottest Record In The World on influential BBC Radio 1 presenter Zane Lowe’s show, heard ’round the world. At 12:01 a.m. (ET) on Thursday, Thanksgiving Day, “Something New” went up for sale at iTunes. Then, during NBC’s Thanksgiving Day Football Broadcast, tens of millions more nationwide viewed the network premiere of the Beats by Dr. Dre #soloselfie holiday campaign :60-second spot, featuring music from “Something New.”
“‘Something New’ signifies a rebirth for Axwell Λ Ingrosso on the global stage,” said Steve Bartels, CEO, Def Jam Recordings. “The incredible creative vision, social outreach, and cultural potential of this Beats campaign is a perfect match for a song of this magnitude. We’re excited to have Beats as aninternational partner on this groundbreaking single and important artist.
“Something New” also made its official worldwide debut on the Thanksgiving holiday as the anthemic backdrop to the brand new star-studded Beats by Dr. Dre #soloselfieholiday campaign, featuring some of the world’s most influential people across social media, sports, music and television.
The star-studded cast, which includes Bethany Mota, Nigel Sylvester, 2 Chainz, Serena Williams, Nicki Minaj, Rizzle Kicks, Norman Reedus, Jon “Bones” Jones, Big Sean, Jess Glynne, Cesc Fabregas, Rick Ross, Jadakiss, Fabulous, Victor Cruz, Keenan Thompson, Jordan Dunn, Jaden and Willow Smith, Diddy, Kendall Jenner, Kylie Jenner, and even Axwell ΛIngrosso themselves, will be seen doing a special 360° video selfie wearing Beats’ best-selling Solo² headphone.
The #soloselfie campaign launches today in the U.S., followed by additional spots that will begin airing in the UK, Germany, France, Australia, and China and Japan in December. The #soloselfie campaign was inspired by YouTube sensation Karen Cheng, who will also appear in the spot.
The release of “Something New” follows (by just three weeks) the arrival of “Can’t Hold Us Down,”which premiered November 5th as The Hottest Record In The World on Zane Lowe’s show, and Essential New Tune on fellow BBC Radio 1 presenter Pete Tong’s show. “Can’t Hold Us Down” was the first track to be heard from the upcoming Axwell Λ Ingrossoalbum. This makes Axwell Λ Ingrosso the first band to receive two Hottest Record in the Worldaccolades from one album. Their previous band, Swedish House Mafia never released a full studio album, despite selling over 10 million records worldwide. (Two compilation albums were issued in 2010 (Until One) and 2012 (Until Now), on Virgin Records/Astralwerks.)