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’ can be viewed via YouTube below. 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,” Avicii explained. “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 visualize in the music video. I think we did a great job together.”
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.