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This single features bluegrass-inspired guitar riffs coupled with Avicii's trademark sweeping house music chords. When the Swedish DJ first introduced the tune at the Ultra Music Festival in Miami, some Dance fans raised their eyebrows at its blend of Country, Folk and EDM. It was even compared to the time when Bob Dylan went electric at the 1965 Newport Folk Festival, which angered many Folk purists, but ultimately ranked as ranked as one of the seminal moments of American Rock 'n' Roll history.
The song premiered on BBC Radio 1 Pete Tong's radio show on June 14,2013 with the DJ describing it a "complete change in style" from his previous singles. It was later released on iTunes and radio on June 25, 2013.
This features vocals by American Soul singer, rapper and musician Aloe Blacc, whose "I Need A Dollar
" single peaked at #2 on the UK singles chart in 2010.
Songwriting credits go to Avicii and Aloe Blacc, along with the Swedish DJ's manager and executive producer Arash "Ash" Pournouri and multi-instrumentalist Mike Einziger of the rock band Incubus. According to Avicii, they wrote the song at Einziger's house in Malibu, California in just two hours.
Einziger admitted to Radio.com
that he "was not that familiar with Avicii's music when [they] first met up to discuss music." "Someone from his camp contacted me and asked if I'd be interested in working on something with him," he explained. "At first I was puzzled thinking, 'How would that work?' But then I was like, 'Why in the world would I not?'"
The song was written in just two hours during a jam session at Einziger's home studio with Avicii playing keyboards and the Incubus multi-instrumentalist guitar. The duo instantly began crafting a chord progression before singing lyric-less melodies on top of it.
Avicii was supposed to be working with Aloe Blacc on a totally separate project that night, but the pair were feeling so much momentum, they decided to invite the American rapper-turned-singer over to contribute. "He came down with some lyrics that he had written already," Einziger said. "It was almost like a poem. So we started taking the lyrics that he'd written and applying them to our new melodies."
By the end of the night, the trio had virtually completed the song.
Avicii made the choice with this song to step out of his EDM comfort zone and produce something noticeably different from his other cuts. "I didn't want 'Levels
' to identify me. In a sense, it's just a song, and I've always produced a lot of music, so I wanted to do something really different," he explained to MTV News. "I really wanted to make sure to do something different than what anyone else is doing."
The song is unique amongst its chart-topping contemporaries in that its hook is instrumental. Coupled with an already catchy vocal chorus, this gives the listener an extra "pay-off" (a song's most engaging and memorable moment), which comprises 61% of the entire song. The song ends on an instrumental outro, which is, again, unusual for a chart-topper.
Speaking at the 92.3 NOW studios in New York City to DJ Toro, Avicii said that the musical pairing of EDM and Country wasn't something that was planned out at the outset. "The country aspect of it I don't really feel, if anything I feel it's more like folk music," he said. "That was more what we were playing around with in the beginning – but when we first did it I wasn't even sure if I was going to use the guitar in the song. All of that came after because we all fell in love and got accustomed to the guitar and that vibe. It was really energetic, a Summer vibe throughout. So that's why we decided to keep that in it."
The song's music video was directed by the renowned fashion and celebrity photographer Mark Seliger (Rolling Stones, Kurt Cobain) . It follows two sisters who are outcasts in their own Californian town travel to watch Avicii perform at the Ultra Music Festival, where he first premiered the single. The younger girl is played by child model Laneya Grace and the older one is portrayed by Russian beauty Kristina Romanova. The clip features clothing supplied by Denim & Supply - Avicii is a brand ambassador for the iconic American clothing product.
The song's crossover appeal was demonstrated when it became just the third tune to top both Billboard's Dance/Mix Show Airplay and Triple A charts. The latter is a spin off from the album-oriented rock format form and is known for its multi genre mix of indie, alternative and rootsy rock bands and acoustic-based singer/songwriters. The other tracks that crowned both tallies were The Killers' "Read My Mind
" in 2007, and Gotye's "Somebody That I Used To Know
" in 2012.
Avicii is primarily known for his EDM instrumentals, so it is something of a surprise that this Folk fusion didn't isolate his fan base. However, it should be noted that the song still employs a catchy instrumental hook, a generic element imperative to EDM. It is perhaps less surprising, given the prominence of Folk tracks on the charts of the era, that this song was such a resounding success, topping 27 charts worldwide.
The fusion elements make the song perfect as a dance-floor filler, whilst introspective lyrics can adapt the song for more personal listening. This combination is made all the more natural by Aloe Blacc's soulful vocals, which are nuanced enough to evoke the emotional aspects of the melody, along with the euphoric qualities needed for a successful EDM track.
Avicii topped the UK singles charts with the song. It was the Swede's second UK #1, having originally reached the peak position in February 2013 with his collaboration with Dutch DJ Nicky Romero, "I Could Be The One
Aloe Blacc came up with the lyrics on an airplane. "I was thinking to myself, 'My life is a dream. Wake me up when it's over,'" he recalled to Billboard magazine. "When I walked into the session with Mike Einziger on guitar and Avicii, Mike was playing his guitar chords and these words... the way I sang them just felt right. We ended up recording it that night and I drove home listening to this acoustic version that Avicii eventually made into a fantastic hit. It's a wonderful experience."
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