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10:01 AM | Mon, 05 Dec 2016

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Avicii track announced as Coca-Cola UEFA EURO 2016 campaign anthem

268 Days ago

Mumbai, March 11 (IANS) Swedish electronic musician and DJ Avicii's "Taste The Feeling" will be the anthem for the Coca-Cola UEFA EURO 2016 campaign.

"It's always our ambition to feature great music that people will remember and love decades from now. And we think we've done that with this campaign," Joe Belliotti, group director, Global Music at Coca-Cola, said in a statement.

"As we searched for the perfect song, this one stood out from day one as something really special," he added.

On Avicii's participation in the project, Belliotti said that the two-time Grammy-nominated artist knows how to create "optimistic 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 but adds traditional instruments to the mix," he added.

The song features the soulful voice of Conrad Sewell, the London-born, Australia-raised singer behind the 2015 break-out single "Firestone".

"I really liked the original demo and after a few intense weeks in the studio working on the production, we were able to present an amazing final product. Conrad was a great partner and we are excited that the song will be featured in the UEFA EURO 2016TM campaign for Coca-Cola so fans around the world can enjoy it," Avicii said about her collaboration with Sewell for the song.

"Taste the feeling" was originally revealed as an acoustic version by Sewell in January during the global launch of the new Coca-Cola global marketing campaign of the same name.

The single is available on Universal Music. (IANS)

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