Released 11 March 2016 Recorded Sweden, January 2016 | Format Digital download Length 3:11 | |
Genre Alternative dance
pop rock Label Avicii Music
Universal Music | ||
"Taste the Feeling" is a song by Swedish DJ Avicii and Australian singer Conrad Sewell. The song was released as a digital download in March 2016. The track is a Coca-Cola released promotional song for their new campaign, "Taste the Feeling" and will soundtrack all of Coke's UEFA Euro 2016 ad campaign and its 2016 Rio de Janeiro Summer Olympics campaign.
Contents
On July 29 2016, the group NCT 127 released a version of the song for the project SM Station in collaboration with Coca-Cola.
On September 14 2016 a new version of the song featuring Spanish singer Edurne appeared advertising Coca-cola for the Spanish speaking world.
Composition
Avicii said in a statement; "It means a lot to be involved in this project. When Coca-Cola approached me about making their anthem for the UEFA Euro 2016 campaign I could tell that it was going to be a really fun and a creative way to make a track that would connect with one of the biggest football events in the world". Sewell said; "Working with Avicii was great. He's a genuine lad and incredibly talented. I've always been a fan of his production. Being able to spend time with him at his studio in Sweden was great, because it gave us an opportunity to really vibe and get to know each other. We had a chance to dig in and make the song a great balance of both of our musical signatures, and feel like we created something that we are both proud of and can stand alone as a great piece of music, hopefully even a hit!"
Critical reception
Robbie Daw of Idolator said; "“Taste The Feeling” finds Aussie vocalist Sewell crooning about standing on the shore but yearning to “grab another Coke” and take a dive. It’s basically the same type of harmless, feel-good pop track Chris Brown whipped together in 2008 for Wrigley’s, with Doublemint smash “Forever,” except this one doesn’t quite have the lasting, um, flavor “Forever” did."
John Cameron of We Got This Covered said; "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."