Avicii and Volvo now share more than just their Swedish heritage.
The 26-year-old superstar this week announced a creative cooperation centered on a new song and music video, forming the foundation for a global branded campaign titled "A New Beginning." The campaign will be followed by a marketing campaign around the Volvo XC90.
"Feeling Good" is Avicii's reinterpretation of Nina Simone's classic soul record of the same name. Adding new vocals, an understated beat and signature melodies, the Swede sought to give the original a respectful update.
“I've been a big fan of Nina Simone, Etta James and that kind of sound for a very long time," said Avicii. "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."
Check out the music video for "Feeling Good," which was shot in Sweden and released today:
Alain Visser, senior vice president sales, marketing & customer service at Volvo, said he sees parallels between their own brand and Avicii's.
"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," said Visser.
Ash Pournouri, Avicii's manager and founder of At Night Management, helped oversee and approve both the partnership and the video's specific storyline.
“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," said Pournouri.