First Choice

Alesha Dixon creates fan-curated music video for First Choice summer push


By Seb Joseph, News editor

May 11, 2015 | 2 min read

Pop star Alesha Dixon has become the latest singer to turn to fans to power content, launching a fan-curated video as part of First Choice’s Summer of Music campaign.

The singer has filmed three different endings to her latest music video - 'The Way We Are' - encouraging fans to vote for which one should make the final cut. It is a tried and tested tactic, used by artists and brands such as Ellie Goulding and Dolce & Gabbana though Dixon’s effort is tied to a wider personalisation push from First Choice.

The travel agent is letting fans assemble the perfect summer soundtrack to their holidays using a playlist generator it has developed in partnership with Spotify. Similar to the music streaming service’s own playlist creator, the app uses a bespoke formula to determine the perfect track for whatever stage of the holiday, from packing to poolside.

Actvity also extends to Twitter, Facebook and Instagram

Luke Gaskins, head of music at First Choice, said: “At First Choice, we understand that music is a huge part of the holiday experience and helps to create lasting holiday memories. That’s why we’re delighted to be working with Alesha and Spotify to take all inclusive to a whole new level with our Summer of Music campaign. A campaign designed to remind people that with a First Choice holiday the food, the drinks, the activities and now the music are all included.”

The activity is the second year of First Choice’s Summer of Music push. Last year, it worked with The Saturdays to celebrate the 10 year anniversary of First Choice all inclusive Holiday Villages to pore over the nation’s favourite summer tracks to create the ultimate 'Poolside Playlist'.

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