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Volvo goes creative with Swedish artist Avicii

Volvo goes creative with Swedish artist Avicii

Volvo has joined up with Swedish artist and producer Avicii to announce a creative cooperation to celebrate their Swedish roots with a new recording and music video, due for global release on May 8.

The collaboration will form the basis for a global brand campaign entitled 'A New Beginning'. The Stockholm-born producer and artist Avicii is renowned for being one of the world's top DJs, remixers and record producers. With a shared Swedish heritage, Volvo and Avicii are now both entering a new phase in their existence.

Alain Visser, senior vice president sales, marketing and customer service at Volvo Car Group, said: "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."

The song chosen for the collaboration 'Feeling Good' is a classic track recorded by Nina Simone 50 years ago and 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.

Avicii added: "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."

by: Sophie Williamson-Stothert