Brian Joss –
Volvo Cars and Swedish artist and producer Avicii have announced a creative cooperation to celebrate their Swedish roots with a new recording and music video, due for global release this week. The collaboration will form the basis of a global brand campaign entitled ‘A New Beginning’.
The Stockholm-born producer and artist Avicii, 26, is one of the world’s top DJs, remixers and record producers.
“The Volvo Cars brand is on the ascent, just as Avicii is, with a growing global audience. 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 Alain Visser, Senior Vice President Sales, Marketing and Customer Service at Volvo Car Group.
The song chosen for the collaboration, Feeling Good, a classic track recorded by Nina Simone 50 years ago, has been given new life with Avicii’s production. He has added new vocals, infectious beats and the catchy melodic treatment that has thrilled millions of jubilant fans at festivals and clubs around 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.
The Volvo Cars brand has earned a well-deserved reputation for safety, environmental care and quality since the company was founded in 1927. In recent years the company has begun an important brand transformation process building on these important values.
“This initiative forms part of our new Volvo Way marketing strategy which is why the campaign is called ‘A New Beginning’. It’s about celebrating who we are and who we aspire to be,” said Visser.