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Brands and advertisers are falling over themselves to tap in to the colossal success of dance music, and many of its stars are happy to help the marketing effort – with conditions

In May, Volvo released a sleek four-minute advert for its new XC90 car. In it, a golden-locked Swedish man drove through dramatic landscapes soundtracked by a wistful cover version of Nina Simone’s Feeling Good. But this wasn’t a normal ad. The driver was Avicii, the multi-millionaire EDM DJ, and the ad was in fact a music video. The Simone cover was his own track.

The collaboration has since been viewed almost 10m times on YouTube. And earlier this year Volvo’s chief executive Håkan Samuelsson announced that sales of the XC90 had “exceeded its expectations”, owing – one must assume, at least in part – to the 26-year-old megastar’s involvement.

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