Axwell and Sebastian Ingrosso are gearing up for the release of their upcoming artist album and have landed the coveted role of being featured in a Beats By Dre commercial. Their new track "Something New" features as the backdrop to the new star-studded commercial that features the likes of Nicki Minaj, Axwell, Sebastian Ingrosso, Big Sean, 2 Chainz, Kendall Jenner, Victor Cruz and Kenan Thompson. "Something New" is slotted in a new campaign to launch the brand new line of Beats headphones called "Solo," just in time for the holiday buying season.
Just after the video was posted online, Axwell Λ Ingrosso went on the air with BBC Radio One DJ Zane Lowe, to premiere "Something New" as the hottest record in the world (via BBC). This is their second hottest record in the world in a row, after the title was bestowed upon the lead single "Can't Hold Us Down" from their upcoming album.
Sebastian Ingrosso tells the story of how the song was chosen for the commercial. They apparently sent it to Jimmy Iovine, who loved it enough to fly them out to London to speak about the track and the possible inclusion in the Beats commercial. They said yes and even have their own cameo in it as well, with Axwell's signature headphone-across-the-forehead pose included.
Placement in a Beats commercial has been huge for artists in the past. Aloe Blacc's "The Man" benefitted tremendously from the placement, soaring in sales and up the charts after the commercial aired according to Billboard. Now Axwell Λ Ingrosso can look to enjoy that similar type of success for the second single from their upcoming album, signed to Def Jam Records. It has the makings of big hit and being in a big holiday commercial will only aid in the promotion for the single and the album set for release early next year.
