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Take a Ride with Axwell Λ Ingrosso in the Video for “Something New”

something new

Sorry Daft Punk, Axwell and Sebastian Ingrosso just showed the world that two other DJ dudes in motorcycle helmets can look just as cool as you. In the new video for Axwell Λ Ingrosso’s Something New, we follow the guys on bikes as they weave through cars on a two-lane desert highway. The video, directed by Ian & Cooper, turns the idea of a traditional music video on its side. Instead of having the music playing steadily along or underneath the onscreen action, as we drive through the desert we hear “Something New” coming out of various cars on the highway. Inventive and playful, this use of sound highlights the universality of the song and its message.

“Something New” was the soundtrack of a star-studded Beats by Dre commercial that ran nationally last November.  Stepping away from the corporate world and into the unknown, the official video for “Something New” reconciles with the independent spirit of the track. Take a look and take a ride with Axwell Λ Ingrosso below.

Katie Smith
follow me on twitter @KLS5275
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