Volvo and music producer Avicii examine their shared Swedish heritage in the branded short film “A New Beginning,” directed by Gustav Johansson.
Set to an Avicii-produced version of “Feeling Good” the film examines both the intimate and public life of the busy producer’s life.
Explains Avicci, “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. 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 visualise in the video. I think we did a great job together.”
Watch below and read more here on The Inspiration Room.