Lyric videos have been one of the big new trends in 2014. They have evolved dramatically over the course of the year, starting barely a step up from simple blank screens with scrolling words that have been a staple of fan made videos since YouTube's inception, to now intricate videos with expensive graphics that spell out the lyrics. They have become a second music video, but with less action and most times without the corny love story, uninventive live concert clips or money, cars, women themes. Axwell /\ Ingrosso, the duo formed by Axwell and Sebastian Ingrosso after the break up of Swedish House Mafia, have released the lyric video for their latest single "Something New" and it entertaining to watch with inventive and unique graphics.
"Something New" has been the soundtrack for a new Beats commercial this winter. Beats just launched a new line of headphones, the Beats Solo, and after hearing the song, Jimmy Iovine flew out Axwell and Ingrosso to London to convince them to let Beats use the song in their commercial.
The duo has been hard at work finishing their still untitled album in Stockholm. Signed to Def Jam Records, the duo are looking to take another step forward towards becoming even bigger stars after the explosion and subsequent breakup of Swedish House Mafia.
The duo have kept the music coming in recent weeks, despite the album not being finished because as Sebastian Ingrosso said to Pete Tong in a recent interview on BBC Radio One, it is fun to share new music during the process, whether it is in a DJ set or by actually releasing the song for purchase.
In addition to "Something New", the duo have released the gritty electro track "Cant Hold Us Down" and have previewed a snippet of their collab alongside Pusha T, "This Time We Can't Go Home." The album is still slated for a 2015 release, though with Axwell delays are almost always going to happen.
Watch the lyric video below on YouTube.
