Volvo Cars’ and Avicii’s new music video goes live on May 8th at 20:50 CET. You can see the music video here.
The creative collaboration between Swedish artist/producer Avicii and Volvo Cars for their new brand campaign features a reworking of the classic song Feeling Good. Filmed on location in Stockholm and Osterlen, southern Sweden, the music video visits places of personal significance for Avicii and tells his own story of renewal, following several years of hard touring. The music video also features members of his family and close friends.
“In the past six years I have been on a never-ending tour, apart for the last nine months during my time-out. I did around 325 shows in a year with traveling on top of that. It couldn’t continue. In the end I had to re-evaluate my situation and change my lifestyle. Sweden is an important place to me, it’s where I gather my strength and energy with family and friends. This whole process of re-evaluation and renewal is what Volvo encouraged me to visualise in the music video. I think we did a great job together,” said Avicii.
The song Feeling Good was initially picked as a proposal by Volvo. The arrangement has been produced by Avicii, with Audra Mae on vocals.
“It’s great to work with Audra Mae again. She has a powerful and emotionally charged voice and is steeped in the folk and country music traditions. She most recently worked with me on the True album, taking some of her first steps into electronic music with the track Addicted To You. Audra’s soulful delivery breathes new life into this classic track. I’m very pleased with the result,” said Avicii.
The release of the music video marks another step in Volvo Cars’ brand transformation and reflects a new direction for the Swedish luxury car maker.
“We were delighted to have the opportunity to work so closely with Avicii on this campaign, as it reflects something that is happening for both Avicii and for the Volvo Cars brand. We are entering a new era – a New Beginning, as we have called the campaign. Volvo Cars have gone through several years of intense investment and we have refined our brand. The result is a new, more nimble and customer-responsive Volvo Cars,” said Alain Visser, Senior Vice President Sales, Marketing & Customer Service at Volvo Car Group.
Volvo Car Group in 2014:
For the 2014 financial year, Volvo Car Group recorded an operating profit of 2,252 MSEK (1,919 MSEK in 2013). Revenue over the period amounted to 129,959 MSEK (122,245 MSEK). For the full year 2014, global sales reached a record 465,866 cars, an increase of 8.9 per cent versus 2013. The record sales and operating profit cleared the way for Volvo Car Group to continue investing in its global transformation plan.
About Volvo Car Group:
Volvo has been in operation since 1927. Today, Volvo Cars is one of the most well-known and respected car brands in the world with sales of 465,866 in 2014 in about 100 countries. Volvo Cars has been under the ownership of the Zhejiang Geely Holding (Geely Holding) of China since 2010. It formed part of the Swedish Volvo Group until 1999, when the company was bought by Ford Motor Company of the US. In 2010, Volvo Cars was acquired by Geely Holding.
As of December 2014, Volvo Cars had over 25,000 employees worldwide. Volvo Cars head office, product development, marketing and administration functions are mainly located in Gothenburg, Sweden. Volvo Cars head office for China is located in Shanghai. The company’s main car production plants are located in Gothenburg (Sweden), Ghent (Belgium) and Chengdu (China), while engines are manufactured in Skövde (Sweden) and Zhangjiakou (China) and body components in Olofström (Sweden).
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, including “Silhouettes” and “I Could Be the One” (featuring Nicky Romero) followed and 2012 also 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 300 million plays) and the No. 1 most Shazamed song worldwide, while racking up 2.6 billion international streams and 600 million combined YouTube views. Upon True’s release, The New York Times heralded Avicii as “an artist carrying today — and tomorrow — on his shoulders.”
Last year, he was named World’s Best Electronic Dance Artist at the World Music Awards, and “Wake Me Up” won Top Dance/Electronic song at the Billboard Music Awards and EDM Song of the Year at the iHeartRadio Music Awards. He also enjoyed chart success with True’s subsequent singles “Hey Brother” and “Addicted To You.”
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AVICII PRESS CONTACTS:
Diana Baron / Caroline Stegner
d.baron media relations, inc.
diana@dbaronmedia.com / caroline@dbaronmedia.com
O: 310 315 5444 / F: 310 315 5474