Avicii just released Coca Cola’s new campaign anthem, ‘Taste The Feeling’ featuring Conrad Sewell and it’s a hit!
Avicii has been in the shadows quite a while but as we await his Ultra performance next weekend, the Swede just released a new track in collaboration with Coca Cola’s 2016 Campaign. The track premiered at the ‘Coca Cola Taste The Feeling Festival’, which was held in Manila, Philippines on February 27th. The event saw over 10,000 attendess #TasteTheFeeling of Amazement.
Check out the event video below.
Created by Avicii, ‘Taste The Feeling’ features the vocals of newcomer Conrad Sewell, who featured in Kygo’s breakout 2015 single “Firestone”. Avicii will also produce additional versions of ‘Taste the Feeling’ for Coke’s UEFA EURO 2016 and Rio 2016 Olympic Games campaigns later this year. Here’s the official music video for the track.
“As we searched for the perfect song, this one stood out from day one as something really special,” said Joe Belliotti, head of global music for The Coca-Cola Company.
From there, Coke began the search for a producer. “Partnering with artists starts with finding someone who loves Coca-Cola and is genuinely passionate about the brand and product… You also want to find artists who can bring their own personality to a song while maintaining the Coca-Cola sound. That’s how we landed on Avicii. We’ve worked with him on several projects, and he knows how to create optimistic, uplifting music that resonates with listeners around the world. He has a melodic and musical sensibility that draws you in… he creates songs with a modern feel with traditional instruments in the mix.”
“This project was a no-brainer for me in many ways,” Avicii said. “Coca-Cola is one of the brands and long-term relationships where I don’t have to compromise my own integrity and persona to get behind. I really liked the original demo and after some intense weeks in the studio working on the production and trying to nail down the right vocalist for the song, we were able to present a finished version to Joe and the team that just turned out amazing.”
You can read more about the ‘Taste The Feeling’ campaign right here.
Khushrav’s passion for dance music started early on as he began creating weekly podcast episodes of the latest electronic music across genres and has mixed over 200 episodes over a span of 5years. As a dance music enthusiast, Khushrav still keeps up to date with every week’s releases, contributing to THE’s Spotify playlists.
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