It was only a matter of time before big brands made their way into the $6.2 billion EDM community.
A few years back Pepsi wrote about “The Best EDM Blogs Right Now” (which just so happened to list EDM Sauce), while 7-Up has been using electronic dance music to lift spirits and sales. Last week T-Mobile embraced EDM by announcing a new video series with Above & Beyond and now Volvo Cars has decided to partner up with Avicii to embark on ‘A New Beginning.'
Volvo Cars and Swedish artist and producer Avicii announce a creative cooperation to celebrate their Swedish roots with a new recording and music video, due for a global release on May 8.
“The Volvo Cars brand is on the ascendant, just as Avicii is, with a growing global audience,” said Alain Visser, Senior Vice President Sales at Volvo Car Group. “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.”
Avicii plans to release a rework of Nina Simone's “Feeling Good.” Avicii has added new vocals, beats and a catchy new melody. “I've loved the song for a long time. It's one of the best songs ever written. It's just timeless to me,” said Avicii. “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.”