Axwell Λ Ingrosso – Something New
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 Virgin EMI in the UK and Def Jam Recordings in the U.S.
The full-length world premiere of ‘Something New’ took place last night as The Hottest Record In The World on influential BBC Radio 1 presenter Zane Lowe’s show, heard around the world, while music from ‘Something New’ can also be heard in the 30-second spot introducing the brand new, star-studded Beats by Dr. Dre #soloselfie holiday campaign.
“‘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 song of this magnitude. We’re excited to have Beats as an international partner on this groundbreaking single and important artist.”
‘Something New’ made its official worldwide debut last night on Youtube as the anthemic back-drop to the brand new star-studded Beats by Dr. Dre #soloselfie holiday campaign, featuring some of the world’s most influential people across social media, sports, music and television. Watch the commercial here:
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 Λ Ingrosso themselves, will be seen doing a special 360° video selfie wearing Beats’ best-selling Solo” 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 in December. The #soloselfie campaign was inspired by YouTube sensation Karen Cheng, who will also appear in the spot.
The release of ‘Something New’ (15th February in the UK) follows 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 Ingrosso album. This makes Axwell Λ Ingrosso the first band to receive two Hottest Record in the World accolades 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.)
