Swedish House Mafia introduced a new countdown timer to their website on Wednesday at 2:00pm Eastern Time, counting down from 400,000 seconds in a non-standard time display that includes counting down from 1,000 seconds on the farthest right side:
Live countdown from http://www.swedishhousemafia.com
I was able to pinpoint the start and end time of the counter by inspecting the website’s source code, where the HTML shows the following:
<a class=“countdown” id=“countdown” data-enddate=“10/22/2018 09:00:00 AM UTC”
The code makes it pretty plain and clear that the counter ends on Monday 10/22/2018 at 9:00am UTC, or 5am Eastern Time (2am Pacific). Working backwards, you can do the math to figure out precisely when it started – 2:00pm EST on Wednesday:
It’s hard to imagine that at the end of the counter, fans would only receive a simple press release stating the reunion is happening – we already knew that a reunion has been in the works since Swedish House Mafia captured the dance world’s collective attention with a not-so-secret headline set at Ultra Music Festival this year.
That means that in all likelihood, Swedish House Mafia will either drop new music on Monday, or announce a world tour for 2019. Given that Steve Angello already commented that SHM would be back officially in 2019, a tour announcement (in conjunction with the email sign-up which asked for your city) seems to be the most likely.
It would be a huge bonus if the announcement came with a new single on New Music Friday, too, which would build major buzz for the reunion tour.
If you’re a big fan of the group and are curious to know the outcome, click the aforementioned counter and it’ll lead you to a sign-up page, which I’m sure will lead to your receiving an email when the clock strikes 0.000.000