Avicii And Volvo Collaborate On 'A New Beginning'
April 30, 2015 at 12:13 PM (PT)
AVICII and VOLVO are celebrating their common roots with a new recording and music video set for global release MAY 8th, which will form the basis for a global brand campaign entitled "A New Beginning." The STOCKHOLM-born producer and artist is collaborating with his country's leading automobile manufacturer on the project.
“The VOLVO CARS brand is on the ascendant, just as AVICII is, with a growing global audience," commented VOLVO CAR GROUP SVP/Sales, Marketing & Customer Service ALAIN VISSER. "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, "Feeling Good," a classic track recorded by NINA SIMONE 50 years ago, has been given new life with AVICII’s production, adding new vocals, beats and a melodic treatment.
“I've loved the song for a long time. It's one of the best songs ever written. It's just timeless to me," noted AVICII. "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.”
Added VOLVO CARS' VISSER: “As we embark on the most exciting product launch plan in the history of our company, we thought this is the perfect moment to launch a brand campaign focusing on the essence and uniqueness of the brand. The campaign, 'A New Beginning,' is about celebrating who we are and who we aspire to be. It’s about people making the most of their lives."