At Creamfields UK 2011, the Swedish House Mafia had a cryptic set of clues on the big screen, depicting a series of numbers and question marks, leading to a “big announcement” on the 23rd of September. Swedish House Mafia were then Tweeting to announce its “biggest news ever” with a link to the cryptic website, www.230911.com, where we are greeted with what looks like television static and the numbers, 23 09 01 and again; more question marks.
230911.com - Swedish House Mafia?
The date happens to be when the Swede’s were supposed to take over Radio 1 on Pete Tong’s Essential Selection show, with The BBC Radio 1 DJ confirming 9/16 as a cryptic date on Twitter within hours, so there is an obvious correlation here.
Online research shows many people pointing to a date, the 16th of December, or 16 12 11 and once again a website, 161211.com, however this time all we get is a simple script showing a countdown to the date, which of course is 3 months after the Essential Selection and we all know how the SHM like to use the number 3, doing virtually everything in 3′s (Other than the single “One”, before some smart arse corrects me 
). This website shows a countdown to the date at 8pm, so potentially another interruption on Pete Tong’s show, which coincidentally starts at 8pm GMT.
So here it goes a bit dark. There is evidence all over the web pointing to various domain names (web addresses) registered by EMI (the SHM’s record label), all with very little on them other than blank spaces but hidden in the code on the 161211 site, is a link to an image:
Intergalactic Sulk? Zeep? Zeepdge? What could this all mean?
What this image means, we don’t know. The top shows a review of a band called “Intergalactic Sulk”, followed by a zeep advert with some illegible text but nothing that really helps us to work out what is going to be announced.
Rumours are flying all over the Interweb, Eric Prydz returning to the SHM (not likely in our books), a new album or an arena tour (most likely) being the most common. What do you guys think? Is there anything else we have missed??
Help us out? Comment away if you know / think you know something interesting?!
UPDATE 22/09/2011
So the secretive trio have updated the website with a graphic of 6 clocks, with the current time in New York, London, LA, Sydney, Rio and Stockholm. The London time shows 21:24, the time the website will make the announcement. This will be followed by an announcement on Pete Tong’s Essential Selection on Radio 1. This has been tweeted by the SHM but thanks to Gary @ Ibiza blog for telling us about the website update!
Swedish House Mafia 23 09 2011 Update
Update #3
So, as web developers by trade, we did a bit of geeky searching within the site. At 914pm tonight, a page will be activated:
http://www.230911.com/thevideo.php
This page, shows the video that was displayed at Creamfields 2011 at the start of the SHM set. Now the video wasn’t playing, we changed the date on our computers to tomorrow and refreshed. The video then played. It might just have taken a minute to load, so don’t hold us to this. The letters moved about, changed and finally stuck with:
SHM 23 09 11 - 3
Any more ideas?
