“Today we want to share with you that the tour we are about to go on will be our last,” the black-and-white message said. “We want to thank every single one of you who came on this journey. We came, we raved, we loved.”
The amount of responses to their announcement is impeccable. All social media feeds are flooded with remarks & many unanswered questions as to why the dynamic trio are calling this tour their last. In the end we here at coco.fm are going to take a lucky guess and say that this is a huge publicity stunt. What do you think?
The trio of Axwell, Sebastian Ingrosso and Steve Angello headlined the first night of Coachella 2012 in April, and late last year the trio sold out a one-off Madison Square Garden show just a year after its first official single release, “One” – which was followed by only five more singles. But along the way, they captured the imagination of young dance fans worldwide unlike any other DJ-based act in history, particularly in the U.S.
From its inception, SHM was never set up to release albums or tour formally. “Swedish House Mafia comes last,” manager Amy Thomson told Billboard in April 2011. Its members were still primarily interested in supporting their solo careers. As such, SHM’s global multi-rights partnership with EMI was inclusive of more than music from the outset, allowing its partners to pull in alternate profits from merchandise, DVDs, and events like its Masquerade Motel festival in Miami, which each drew over 15,000 people in 2011 and 2012.
Still, as of the MSG show in December 2011, it seemed like SHM was going to make a go of it. They left Thomson, who had masterminded their fan-focused marketing approach and strong brand identity, to link up with management company ThreeSixZero, a subsidiary of the powerful RocNation. A global partnership with Absolut Vodka, launched in March, yielded one of those six singles, “Greyhound,” a music video, TV spot and media campaign featuring the trio. But the group reportedly left ThreeSixZero and returned to Thomson earlier this month.
The website announcement lists three “tour” dates: Milton Keynes Bowl on July 14, listed as their last U.K. show; a residency at Ushuaia in Ibiza, running weekly from July 4-August 29; and a November 24 show at the Friends Arena, in Sweden. “The final leg of this journey will be announced in August,” the site also promises, perhaps alluding to a set of U.S. farewell shows.