Avicii Makes Directorial Debut with Pure Grinding & For A Better Day


AMA-winning producer/DJ Avicii is riding high at the moment. Following the success of hit singles Wake Me Up and Waiting for Love, the Swedish DJ makes his directorial debut today with the with the worldwide premiere of his videos for For A Better Day and Pure Grinding, the new double single from his upcoming album Stories.

Avicii, best known for his epic live performances, certainly makes a bold move in his directorial debut. The DJ has chosen to highlight important some social issues in his music video for new single For A Better Day which focuses on the international tragedy of child trafficking and stars renowned Swedish actor Krister Henriksson (best known for his role in TV series Wallander) in a cameo appearance. Check it out below:

Avicii – For A Better Day

“All the songs have a story I wanted to tell” comments 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.”

Avicii’s new music video for Pure Grinding is also ambitious in its look and tells the story of a gangster who gets his just deserves in a video that feels reminiscent of a modern day Sergio Leone western. Both videos were filmed in Hungary this summer and are action-packed with underlying social themes. Check it out below:

Avicii – Pure Grinding

For A Better Day and Pure Grinding is the new double single from Avicii upcoming album Stories, which features 14 original tracks by the Grammy-nominated producer.

Avicii’s upcoming album Stories is now available for pre-order ahead of its official release on 2 October via PRMD/Universal/Virgin EMI.