LOS ANGELES, Calif., March 11, 2016 – “Taste the Feeling” by 2x Grammy nominee and 4x RIAA Platinum artist Avicii will be the anthem for the Coca-Cola UEFA EURO 2016TM campaign. “Taste The Feeling by Avicii vs. Conrad Sewell” is an up-beat anthem, which captures the spirit of the campaign and features the soulful voice of Conrad Sewell, the London-born, Australia-raised singer behind the 2015 break-out single “Firestone.” The song is available today via download and stream and will be featured in various television commercials as part of the campaign. Lyric video can be found here.
“It’s always our ambition to feature great music that people will remember and love decades from now,” said Joe Belliotti, Group Director, Global Music at Coca-Cola. “And we think we’ve done that with this campaign. As we searched for the perfect song, this one stood out from day one as something really special.”
“I really liked the original demo and after a few intense weeks in the studio working on the production, we were able to present an amazing final product. Conrad was a great partner and we are excited that the song will be featured in the UEFA EURO 2016TM campaign for Coca-Cola so fans around the world can enjoy it,” said Avicii.
On Avicii’s participation in the project, Belliotti added, “We’ve worked with Avicii since 2011 on several projects, and he knows how to create optimistic music that resonates with listeners around the world. He has a melodic and musical sensibility that draws you in…he creates songs with a modern feel but adds traditional instruments to the mix.”
Avicii, a.k.a Tim Bergling, is one of the most acclaimed producers/songwriters/DJs working in music today. His live shows are renowned for the creativity of their production. His first album, TRUE, sold almost 5 million copies worldwide, charted at No. 1 on iTunes in 84 countries, and boasted the fastest selling single of 2013, “Wake Me Up,” which was streamed nearly 1.5 billion times. His most recent album, STORIES, has aggregated sales of more than 1.5 million since its release, and includes the acclaimed single “Broken Arrows” with Zac Brown.
“Taste the Feeling” was originally revealed as an acoustic version by Conrad Sewell in January during the global launch of the new Coca-Cola global marketing campaign of the same name. The song complements the creative idea that the simple pleasure of drinking a Coca-Cola, any Coca-Cola makes the moment more special.
Coca-Cola collaborated with music agency Deviant Ventures for the overall music supervision. “For the anthem, we wanted to pair Avicii with a relative newcomer. Conrad Sewell has been on our radar ever since last year. Avicii’s signature production with Conrad’s unique vocals made the perfect mix for a summer hit,” said Umut Ozaydinli, Chief of Possibilities at Deviant Ventures.
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About Avicii:
In 2011, Avicii reached critical mass with the global success of “Le7els,” which became a No. 1 dance hit in the U.S. and the U.K. and sold four million tracks worldwide. It topped the charts in six other territories, went top 10 in many more, and garnered Bergling his second Grammy nomination. Other hits brought a much-publicized remix of Madonna’s “Girl Gone Wild.” In 2013, Avicii won his first American Music Award (for Favorite Electronic Dance Music Artist) and his first MTV Europe Music Award (EMA) (for Best Electronic Artist).
In 2014 Avicii cemented his place in the firmament of superstar recording artist/DJ’s with the success of his genre-defying debut album, True, on PRMD Records. The album not only satisfied the 26-year-old Swede’s restless creative urge to push musical boundaries, it also upped the ante on what dance music could be by blending the earthy sounds of folk, country, and bluegrass with soaring pop melodies, funky disco jams, and driving house beats. True spawned the 4x-platinum guitar-laden stomper “Wake Me Up,” which hit No. 1 in 81 countries and became the most streamed song of all time on Spotify (over 380 million plays) and the No. 1 most Shazamed song worldwide, while racking up 2.6 billion international streams and 700 million combined YouTube views. Upon True’s release, The New York Times heralded Avicii as “an artist carrying today — and tomorrow — on his shoulders.”
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