Ever since their Swedish House Mafia days, Axwell and Sebastian Ingrosso (plus their teams) have been wizards at marketing and getting the most out of a tour or a song. The marketing machine is spinning full force again as the pair, dubbed, Axwell / Ingrosso, have unveiled short clips about upcoming music videos for already released single "Can't Hold Us Down" and "Something New," which has been the soundtrack to a Beats headphones commercial, and an upcoming single "On My Way." Watch the clips below via Axwell / Ingrosso.
The clips vary from 5 to 25 seconds long, but they give off the impression of high-budget movies with impressive cinematography and direction. The "Can't Hold Us Down" and "On My Way" videos seem appear to have interlinked plot lines with a Fightclub-style battle going on between the Swedish DJs.
The pair went on Pete Tong's BBC Radio One Essential Selection show in December and he asked them about the videos. They were coy about giving away many details, but they did say that the videos have been shot in Romania and are being directed by Christian Larson, the director for the two Swedish House Mafia documentaries Leave the World Behind and One.
In other news on their revamped website, the duo will be launching a set of emojis in March, which will include the iconic Axwell headphones in front of his foreheads, variations of their / logo and expressions from each member.
The pair has their debut album coming at some point this year on Def Jam Recordings. No further details have been announced as of yet, but stay tuned for a tracklist and release date as the Swedish DJ, producers put the finishing touches on their first album together.
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