"Pure Grinding" - Avicii ft Kristoffer Fogelmark & Earl St. Clair [YouTube Official Music Video]

Olivia Novik

by Olivia Novik

Published September 8, 2015

26-year-old Swedish producer Avicii released music videos for "Pure Grinding" and "For A Better Day" last week. The two videos, filmed in Hungary, are Avicii's debut as a director. Levan Tsikurishvili was co-director on both videos.

Both videos tell stories with strong social causes. "Pure Grinding" shows the stories of gang violence and robbery versus honest grueling work, and "For a Better Day" reflects human trafficking and revenge.

Avicii told Billboard:

“All the songs have a story I wanted to tell,” says Avicii. "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.”

"Pure Grinding" features Kristoffer Fogelmark and Earl St. Clair as uncredited vocalists on the song.

The singles will be included in a 14-track album called Stories, set to be released on October 2nd, 2015. Pre-order the album on Amazon.

Source: Avicii Official Youtube Channel

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