What is the phenomenon behind Swedish House Mafia?
First we would have to start by saying that this trio of Swedes knew how to become a super group in EDM, not only because all three are impressively talented and their music has marked the lives of many people, but also because they are the absolute kings of marketing; In the electronic scene there are some examples of characters who manage amazing campaigns, especially launches, such as Armin Van Buuren, o Eric Prydz, But the reality is that Swedish House Mafia It has been a phenomenon that revolutionized the scene and crossed borders beyond electronic music, because the reality is that everyone knows them, that’s why they can be in the show de Jimmy Fallon ¿No?
What do they do so spectacularly well? From the outset they were part of the so-called “golden age ”of the EDM, which does not refer to anything other than when the electronic music exploded globallyThen, tours, presentations at the best festivals in the world, documentaries and the separation.
Sometimes I wonder if this separation was not also a market strategy; (although many of us also think that the relationship with Steve Angello I was already very damaged), because they said goodbye when they were at the top and the dates announced for the farewell tour were always “sold out”.
I think something important is that Swedish House Mafia is already a brand, a unique concept and a benchmark, their presentations are the best argument for this.
How are they a brand and not just an artist? The reality is that they are both, because Axwell, Ingrosso y Angello they knew how to transcend; Everyone locates the three points of their logo and precisely because they have known how to create a brand around their career, they have also been able to make their marketing strategy a superstar level.
Look, when something happens with them: separation, reunion, musical releases; all the world’s media are on the lookout, not just those of us dedicated to electronic music.
They have become so well known that they can make a poster appear only with the three dots and a date somewhere in the world and that is enough for the whole planet to be waiting for what it will be about and waiting for the surprise of the Swedish trio.
After their reunion in Ultra Miami 2018, With a set that was packed and was seen by millions of people through the official streaming, the definitive return of the group was announced a couple of months later, with a world tour – which by the way, went through Mexico and was impressive. -, up to dates for the main festivals, including Tomorrowland 2019 (which they later canceled).
And I’m just going to that, after some presentations, the cancellations came again and not only that, but the total silence in their social networks.
We spent practically the entire pandemic without news of the trio, when suddenly, a poster appears in Canada, they didn’t say anything, the internet went crazy, and finally the expected comeback after the official comeback.
And this is what I mean that they have impressive marketing, and that is that they do not have to send communications, they do not have to tweet saying that they are working on new music, they do not have to do anything more than launch a series of posters or spectacular different parts of the world and there we are all waiting.
Then a Billboard cover, an interview where they say that this time they are back for life, (of course, after so much silence we all thought they had already fought again) and the announcement that they will release an unreleased album in December 2021.
The trio returns with everything, so much so that as the first single this year they can release a somewhat experimental track with a sound far removed from what we were used to, called: “It Gets Better”, which already has just over 2 million streams and Spotify.
By the way, I love that they dare to experiment and bring us a new proposal.
And then a couple of days later they release “Lifetime”, with a beat that sounds much more like what it does Swedish House Mafia and that will surely be one of those songs that we will listen to until we are tired.
In short, I think that we should all learn from them, in the way they carry their marketing, to ensure that your product, service or your songs if you are an artist, are known only by an image, to make the whole world aware of what what you do, innovating and creating expectations in people (I think this is precisely the key ingredient) is what makes Swedish House Mafia have a super star level marketing.
PHOTO: Image Credits: Rukes and Reddit Poster, via Weraveyou.
BY MAJO MONTEMAYOR
ELHERALDODEMEXICO.COM
@MAJOMONTEMAYOR
MAAZ
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