“Birds flying high/ You know how I feel/ Sun in the sky / You know how I feel”. Most of us associate these lyrics with Nina Simone’s performance of Feeling Good. But how many truly know the song was conceived by British songwriters Anthony Newley and Leslie Bricusse for the musical The Roar of the Greasepaint - The Smell of the Crowd?
It was 50 years ago when the famous singer recorded the song for her I Put a Spell on You album. Here we are, after half of century, witnessing another remake of a classic that might revive the song and bring even more mystery over who was its actual creator.
Volvo Cars and the Swedish artist have partnered up for a creative cooperation to celebrate their common roots with a new recording and music video, due for global release on May 8. They both are Swedish, but the partnership is pure auto marketing, of course.
The Stockholm-born producer is renown for being one of the world’s top DJs, remixers and record producers. As we said, the song picked for the collaboration has been given a new life with Avicii’s production. Volvo claims the artist has added new vocals, infectious beats and the catchy melodic treatment that has thrilled millions of jubilant fans.
“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,” the 25-year-old artist explained.
The video was shot in Stockholm and locations personal to the artist such as Osterlen in Sweden, where he and his family spent their summer vacations. The collaboration marks the beginning of Volvo’s reinventing campaign, which is called “A New Beginning”. The new campaign will be followed by a focused PR and marketing approach around the Volvo XC90.
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