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.
The Icona Pop girls are no strangers to working with brands. The electro-pop duo invaded the top 10 of 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)
So, having the help of a major brand like Absolut helping back the next single is a bid to ensure the group goes beyond any one-hit wonder status, especially as their debut, “This Is…Icona Pop,” is due Sept. 24 on Big Beat/Atlantic. A U.S. headlining tour launches Sept. 12 in Chicago, and incidentally, also has a sponsor -- Bed Head styling products, which will host meet-and-greets with the girls on the road.
“Absolut Tune is the perfect pairing for the girls and the creative output of the partnership is groundbreaking,” says Camille Hackney, Atlantic Records’ exec VP-brand partnerships and commercial licensing. “Absolut will play a key role in building our story of Icona Pop as a major music artist. The partnerships that we have secured continue to solidify them as a global musical force.”
The last time Absolut partnered with an artist at this level was with Swedish House Mafia for an original flavor as well as song called “Greyhound.” The music video for the track has been viewed more than 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.
Samsung’s Y.H. Lee, exec VP of Samsung’s mobile business, tapped Icona Pop as part of its global influencer program as early as fall 2012, and recently renewed the brand’s relationship with the band to help launch its new wearable Gear products. A new music video for “In The Stars (Galaxy Mix),” a song based off the Samsung jingle “Over The Horizon,” is set to debut later this fall.
“As a pioneering female duo in today’s EDM genre, their creative and innovative mindset matched very well with our Galaxy Note products,” he says. “Both are leaders in terms of not being afraid of overcoming challenges, creating new music and products.”
And even “All Night” was made possible by Samsung. The band’s Caroline Hjelt said of the song after the Times Square launch, “We actually recorded a lot of people saying ‘All night’ into our phones at South By Southwest, so we just put that into Logic and cleaned it up.”
“I think it’s so cool to have a cell phone on your arm,” Icona Pop’s Aino Jawo added, glancing at her wrist. “It’s so high tech -- you feel like James Bond.”