Avicii Remixes A Classic, Announces New Global Partnership
Major brands are starting to realize the benefit of collaborating with the $1.9 billion EDM industry. Sweden's Volvo Cars have recently teamed up with Tim Bergling, better known as Avicii, to reveal plans for a creative cooperation to celebrate their common roots with a new recording and music video, due for a global release on May 8.
Stockholm-born Bergling, 25, has made a huge impact in the world of music in recent years and is renowned for being one of the world’s top DJs, remixers and record producers. With a shared Swedish heritage, Volvo Cars and Avicii are now both entering a new chapter. The venture will form the basis for a global brand campaign entitled "A New Beginning," hinting at an exciting change of pace for the globally recognized organization.
Avicii's manager, Ash Pournouri explains, “It was important to me that if we did something together it would be new and unique, that it was a longer term global cooperation from both sides and that it would completely align with our brands in both a credible and creative way. Everything you see in the video is true to the Avicii brand."
“The Volvo Cars brand is on the ascendant, just as Avicii is, with a growing global audience,” said Alain Visser, Senior Vice President Sales at Volvo Car Group. “We thought there would be no better way to celebrate our heritage and passion for life than to work together to produce something special that reflects who we are and what matters to us.”
The song chosen for the collaboration was the 50-year-old Nina Simone classic "Feeling Good," which Avicii is rejuvenating with his production to offer a new updated vibe that will surely thrill fans all over the world.
"I've loved the song for a long time. It's one of the best songs ever written. It's just timeless to me. I've been a big fan of Nina Simone, Etta James and that kind of sound for a very long time. So when I found out that was the song that Volvo Cars wanted in the music video I was really excited and happy to do something with it. I wanted to create something new, and at the same time stay true to the original," said Avicii.
The beautifully shot video for "Feeling Good" was filmed in Stockholm and locations personal to Avicii such as Osterlen in Sweden, where he and his family spent their summer vacations. Avicii and his team had full creative sign off on the final video and created and approved the storyline together with Volvo to create a truly special collaboration.