Volvo Cars has collaborated with Swedish artist and producer Avicii to produce a music video to celebrate their Swedish roots. The music video is entitled ‘A New Beginning’.
For those who don’t know, the Stockholm-born producer & artist Avicii, 25, has made a huge impact in the world of music in recent years, and is renowned for being one of the world’s top DJs, remixers and record producers. As both the artist and the Swedish carmaker shares the same heritage, they are both entering a new phase in their existence with this music video.
“The Volvo Cars brand is on the ascendant, 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 & 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.
The 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.
“As we embark on the most exciting product launch plan in the history of our company, we thought this is the perfect moment to launch a brand campaign focussing on the essence and uniqueness of the brand. This initiative forms part of our new Volvo Way marketing strategy which we announced recently. This is why the campaign is called ‘A New Beginning’. It’s about celebrating who we are and who we aspire to be. It’s about people making the most of their lives,” added Alain Visser.
Watch the video below!