Swedish House Mafia merchandise

Scooter Braun claims Swedish House Mafia reunion is ‘just the beginning’


Talent manager Scooter Braun, who helped kickstart the careers of Martin Garrix, Justin Bieber, Ariana Grande and Swedish House Mafia member Steve Angello, posted a somewhat mysterious Instagram Story yesterday. The Story was labelled “The Beginning”, further fueling expectations that the epic reunion show at Ultra Music Festival last week wasn’t a one-time affair, but just the beginning of a full-time reunion for Swedish House Mafia.

Braun is known for his capability to create a hype around his artists, without really revealing anything but mysterious clues. Yesterday’s post is another perfect example of that, as it doesn’t say anything explicitly about a new Swedish House Mafia performance (or World Tour) in the future, but it certainly fuels the hype that ‘bigger things’ are about to happen even more.

Swedish House Mafia

We do know that Swedish House Mafia premiered two new tracks in their reunion set at Ultra Music Festival, one of them containing the following lyrics: ‘don’t call it a comeback’, a hook that is actually taken from LL Cool J’s ‘Mama Said Knock You Out’. We also know that Amy Thomson, manager of the three Swedes, revealed brand new SHM merchandise that Axwell, Sebastian Ingrosso and Steve Angello were all wearing during their set, so the signs that the Ultra reunion show wasn’t just a one-off event are written on the wall.

With the hype at an all-time high right now, more official news about a possible next performance or World Tour of Swedish House Mafia could happen any day now. Tomorrowland even joined in on the hype as it unfolds, by teasing a photo labelled ‘Expect The Unexpected’ on their social media channels. Whether Scooter Braun is right or not will undoubtedly become clear in the very near future.