Just when you thought Avicii couldn’t get any Avicii-er, the Swedish superstar DJ/producer has managed to discard any semblance of street cred he might still have had. As part of an ad campaign with Coca Cola, he teamed up with vocalist Conrad Sewell on “Taste The Feeling,” which has to be the most repulsively generic piece of music on which either artist will ever put their name.
Honestly, though, “Taste The Feeling?” Really? Upon the release of his sophomore album, Stories, it was already apparent that Avicii’s “creative process” had devolved into little more than an attempt to appeal to as many pop culture demographics as possible, but the track is nothing more than an entirely soulless commercial jingle.
In all seriousness, I can’t help but wonder if Coca Cola simply paid for the rights to use his name on a track that simply originated in a board meeting. It was bad enough when Tiësto and Martin Garrix released “The Only Way Is Up” for a 7-Up campaign, but at least they had the integrity to turn out something that, you know, sounded like them.
Seeing as how Avicii canceled all of his tour dates for the second year in a row last fall, you can almost surely expect him to announce his return to the stage sometime in the next few weeks. In the meantime, listen to the miscarriage of musical justice that is “Taste The Feeling” featuring Conrad Sewell and tell us what you think in the comments section below.