Without a shadow of doubt, the Swedish House Mafia reunion which took place at Ultra‘s twentieth anniversary has been the year’s biggest dance music new story in 2018. The post-festival excitement was so palpable that rumors began swirling of another surprise performance at Tomorrowland 2018 (which sadly did not happen). It seems that anytime the SHM logo is now used — three consecutive dots of spray paint — a viral marketing campaign begins over a potential powerhouse trio reunion tour.
With Steve Angello confirming a reunion tour in an interview with a Swedish news outlet a month ago, along with Axwell /\ Ingrosso reaffirming the news at a performance in NYC, thankfully for SHM diehards a 2019 tour is eminent.
Due to many festivals booking all three artists on their line-ups, fans have been eagerly hoping for another reunion before the actual reunion tour. During Tomorrowland 2018, two-thirds of SHM once again returned to the same stage — and not the two-thirds tone might expect to see sharing the spotlight.
Steve Angello invited Sebastian Ingrosso on stage to play out Swedish House Mafia’s iconic anthem, “Save the World.” The viral moment marked a special occasion that was surely meant to build more hype for what is to come from the three Sweds next year. There’s no denying that SHM are masters of generating pure excitement through viral marketing methods.