Conrad Sewell

Verified Timeline

Lore & Background

In February 2016, Sewell released "Remind Me" as the final single from his debut EP All I Know. The following month, Coca-Cola released a song and video for their new campaign, "Taste the Feeling". It features Sewell's vocals and production from Avicii. This collaboration placed Sewell's voice at the center of a global marketing strategy tied to the UEFA Euro 2016 and the 2016 Summer Olympics. The track was released as a digital download, aiming to connect the brand with millions of football fans worldwide. Sewell described Avicii as a 'genuine lad' and a fan of his production work, and the duo traveled to Sweden to work together in Avicii's studio, blending their musical signatures into a cohesive whole.

In Their Own Story

The studio lights hummed softly as Tim played a fresh loop of acoustic guitar strings, searching for a melody that felt like home. Conrad leaned back in the chair, eyes closed, letting the rhythm wash over him before opening his mouth to sing a line that had been waiting in his mind for days. The moment the vocal hit the air, the room seemed to still; it wasn't just a track anymore, it was a story about waking up from a dream, and both men knew instantly they had found something timeless.

Reader's Guide

Conrad Sewell's role in Avicii's sound was foundational, serving as the primary vocalist for several of the project's biggest hits. His specific contributions include providing lead vocals and co-writing lyrics for 'Wake Me Up' and 'Hey Brother,' tracks that introduced a folk-country aesthetic to mainstream EDM. His professional relationship with Tim Bergling was characterized by deep mutual respect and creative synergy. Sewell brought a grounded, organic vocal style that contrasted beautifully with Bergling's intricate production techniques, helping to humanize the electronic beats. This collaboration allowed Avicii to explore themes of nature, struggle, and redemption with unprecedented depth. Beyond just singing, Sewell was integral to the songwriting process, often shaping the narrative arc of the songs. His ability to deliver powerful, emotive performances turned instrumental ideas into global anthems that connected with diverse audiences worldwide.

Did You Know?

• Conrad Sewell's vocals appear on Avicii's Coca-Cola campaign anthem 'Taste the Feeling', released in March 2016.
• Sewell described Avicii as a 'genuine lad' and a fan of his production work before they met.
• The duo traveled to Sweden to work together in Avicii's studio on 'Taste the Feeling'.
• Critic John Cameron of We Got This Covered called 'Taste the Feeling' 'repulsively generic'.
• Note: 'Firestone' is a Kygo song featuring Conrad Sewell, not an Avicii collaboration.

Global Campaign Anthem

Conrad Sewell's career reached a significant international milestone in March 2016 with the release of 'Taste the Feeling,' a collaboration with the legendary Swedish DJ Avicii. This track was not merely a standard single but served as the central anthem for Coca-Cola's massive global marketing strategy, specifically designed to promote their brand during two of the world's most watched sporting events: the UEFA Euro 2016 and the 2016 Summer Olympics. The song's primary function was to connect the beverage giant with millions of football fans worldwide, leveraging the energy of live sports to drive engagement. By aligning his vocal talents with Avicii's production prowess for such a high-profile commercial initiative, Sewell secured a unique position in pop culture history where music and corporate branding intersected on a global scale. The digital download release marked a strategic moment where the song was intended to be ubiquitous during these major tournaments, ensuring that the melody became synonymous with the excitement of international competition.

Creative Collaboration Process

The creation of 'Taste the Feeling' was defined by a genuine creative partnership between Sewell and Avicii, rather than a typical corporate transaction. Avicii expressed deep enthusiasm about the project, viewing it as an exciting opportunity to craft a track that resonated with the massive audience of football fans. For Sewell, the experience was equally rewarding; he described Avicii as a 'genuine lad' and a fan of his production work long before they met. The duo traveled to Sweden, where they spent time in Avicii's studio, allowing them to build a personal connection while working on the music. Sewell emphasized that this environment enabled them to blend their distinct musical signatures into a cohesive whole. He noted that the goal was to create something both artists could stand behind as a legitimate piece of art, hoping it would succeed as a hit song independent of its commercial origins. This collaborative spirit ensured the final product felt like a true fusion of their talents.

Production History and Leaks

An intriguing chapter in the song's development involves an earlier demo version recorded by British singer Jess Glynne before the project was ultimately assigned to Sewell. While this initial recording remained unheard for years, it resurfaced unexpectedly in December 2024 through a leak sourced from Ubisoft's servers. The audio originated from a rehearsal routine included within the Just Dance Unlimited service, revealing that the track had been part of game development files long before its public release. This discovery provided fans with a rare glimpse into the song's evolution and the alternative vocal direction that was considered during production. Although Sewell's version became the official anthem for Coca-Cola's campaigns, the existence of Glynne's demo highlights the iterative nature of music production in major commercial projects. The leak decades later serves as a digital artifact, preserving a 'what if' scenario that adds depth to the song's documented history.

Critical Reception and Analysis

Upon its release, 'Taste the Feeling' received mixed reviews from music critics who scrutinized its role as a corporate advertisement. Robbie Daw of Idolator noted that while Sewell delivered a pleasant vocal performance about yearning for a Coke on the shore, the track felt like harmless pop similar to Chris Brown's 2008 Wrigley's commercial song 'Forever.' However, Daw suggested it lacked the lasting flavor or cultural impact of its predecessor. John Cameron of We Got This Covered offered a harsher critique, arguing that the collaboration stripped Avicii of any remaining street credibility by producing what he termed a 'repulsively generic' piece of music. Critics generally agreed that while the song fulfilled its commercial purpose effectively, it struggled to stand out as an artistic achievement outside of its advertising context. Despite these criticisms regarding its generic nature, the track remained a defining example of how major artists navigate the intersection of pop music and global brand campaigns.