AVICII DROPS OFFICIAL VIDEOS FOR 'PURE GRINDING' & 'FOR A BETTER DAY' (NSFW) | DJMag.com Skip to main content

AVICII DROPS OFFICIAL VIDEOS FOR 'PURE GRINDING' & 'FOR A BETTER DAY' (NSFW)

Some seriously dark footage from Avicii...

Swedish EDM superstar Avicii has dropped not one, but two, brand new videos this morning, featuring two cuts from his forthcoming album 'Stories' — and they're both surprisingly dark and disturbing. 

Directed by Levan Tsikurishvili and Tim Bergling (Avicii), the first is set to trap-meets-swing-pop banger 'Pure Grinding' and follows the story of an industrial labourer and a bank robber both trying to get ahead in a violent, crime-soaked world. 

The second, that accompanies future radio hit 'For A Better Day', tackles the issue of child sex trafficking head on, and features gory scenes of murder, (implied) rape and warfare.  

When speaking about the 'For A Better Day' video, Avicii said,  “The promise of a better life often traps families and children into being used as tools for some of the most despicable people on earth. 

"It’s an issue about which I hope to start a louder discussion, especially now with the huge number of families on the move from war torn countries looking for safety and shelter," he said.

It's an unexpected new direction from the once squeaky clean Swedish producer, who's best known for making sugary EDM pop (including 2013 global number one 'Wake Me Up') and headlining big budget festival epics — think Tomorrowland, EDC, Ultra and more.

Avicii's new album 'Stories' is out 2nd October and features collaborations with Alex Ebert, Matisyahu, Wyclef Jean, Zak Abel, Gavin DeGraw and Zac Brown — watch both the videos for 'Pure Grinding' and 'For A Better Day' below.

Topics