Earlier this week, Avicii released his cover of Nina Simone's "Feeling Good." He kept the original feel of the track, but re-recorded the vocals with Audra Mae and added his own soft touch with new drums and a small synth section. The re-work was created for Volvo's new commercial titled "New Beginnings" in which Avicii stars.
The new video follows Avicii, real name Tim Bergling, throughout the various aspects of his life - performing at shows, hanging out with friends and family and wandering the picturesque Swedish countryside. The video was shot on location in Stockholm and Osterlen in southern Sweden.
"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," reflects Avicii in a statement. "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."
As one might expect, Avicii is seen driving a Volvo, specifically the Volco XC90.
"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," says Alain Visser, Senior Vice President Sales, Marketing & Customer Service at Volvo Car Group.
This is not the first major sponsorship that Avicii has signed. He reportedly got $20 million from Coca Cola to release "Divine Sorrow" as part of the (RED) campaign late last year. He also has a longstanding relationship with Ralph Lauren.
The new music video and track come as fans await the release of Bergling's second album Stories, which is due later this year.
