Watch the group host a dance party in the first look at their video for "All Night."
Icona Pop is about to host a “Paris Is Burning”-esque vogue-off in their latest video for “All Night,” which Billboard exclusively teases below.
In the clip, which was filmed in New York and inspired by the city’s “house ballroom” culture, Icona Pop is seen hosting an intense, stylish dance party where bottles of the new Absolut Tune are generously flowing out drinks. The video is the first part of a new partnership between Icona Pop and Absolut to support the national launch of Tune, a sparkling Sauvignon Blanc-and-vodka product that was rolled out in select markets earlier this year. A print ad featuring the band’s Caroline Hjelt and Aino Jawo is expected in the coming weeks, with additional touring and possible TV components still in the works.
“We’re thrilled to partner with Absolut Tune for our new video and single 'All Night',” Hjelt says, while Jawo chimed in, “They’ve been so fun to work with and we can’t wait for our fans to toast along with us.”
The last time Absolut partnered with an artist at this level, it was Swedish House Mafia for an original flavor as well as a song called “Greyhound.” The music video for "Greyhound" has been viewed over 36 million times on YouTube, while a national TV commercial for the track was the most Shazam-ed commercial of 2012. The iconic vodka brand has partnered with artists of all kinds over the years, from Andy Warhol to Jay Z to RuPaul’s “Drag Race” competition on Logo.
“Icona Pop is almost the embodiment of what Absolut Tune is — they’re upbeat, very celebratory, collaborative and they’re from Sweden. It felt like there was a natural fit there,” Absolut brand director Afdhel Aziz says.
The Icona Pop girls are no strangers to working with brands. The electro-pop duo invaded the Hot 100 this spring when their year-old single “I Love It” crossed over to Top 40 radio thanks to a series of high-profile placements from HBO’s “Girls,” Samsung and Dr. Pepper, among others. And just last week, Icona Pop performed at the Times Square launch of the Samsung Galaxy Note III and Galaxy Gear, where they debuted a special Galaxy remix of new song “In The Stars” (a download is available here).
Their debut, "This Is…Icona Pop," is due Sept. 24 on Record Company TEN/Big Beat/Atlantic.