212 VIP Club Edition, the new fragrance in the world of 212, present for 2015 this exclusive and specially-made track, created by the renowned DJ Alesso and conceived to become the song of this summer: a perfect song for the perfect party. Alesso, one of the biggest names in the dance music industry, a Grammy nominee in 2014 and recognised around the world, is the creator of the song, entitled “If it wasn’t for you”. The song is inspired by the concept of modernity characteristic of the 212 world, and includes all the magnetism and passion from the world of music.
Alesso has been chosen to work with 212 because he is globally renowned despite his youth, for his constant pursuit of excellence and for his desire to go further. In a contemporary and cosmopolitan way, Alesso represents the world of 212 VIP, interpreted as Very Inspiring People, and everything that relates to people who are inspiring and iconic.
The song, “If it wasn’t for you”, premiered for the first time in the Alesso show at the renowned and landmark Ultra Miami festival on the 27th of March 2015, and was later launched publicly along with exclusive content from this collaboration via the online 212 channels. The original song is included on the debut album “Forever” from Alesso which will be released on May 25th, 2015.
Just 20 minutes from end the show, Alesso DJed the song for the first time, and it received an excellent reception from the massive audience. It later went exceptionally viral on the social networks: a YouTube user uploaded the track, which got over 40,000 views in two days. Alesso has unveiled the teaser for the song “If it wasn’t for you” exclusively on his social networks, getting 23.4K Likes and 500 comments, and 13k Likes and over 900 shares on Facebook.
The original track will be included on Alesso’s debut album “Forever,” which will be launched in May 25th, 2015.
212 has produced and created the video for the song together with Alesso. The piece has been recorded in various locations including Barcelona and Buenos Aires and at various celebrations worldwide. This video tells the beautiful story of three people who end up together through the power of love and music, completely letting themselves go thanks to the magic of the perfect song.
The video, which was directed by Pensacola and produced by Canada, will be distributed exclusively through the online 212 channels. In a contemporary and 360 campaign, the brand will launch an online competition inviting fans to participate in the “If it wasn’t for you” video.
The audience will be able to participate through recording videos with their mobile phone and the winner will travel to Ibiza for a VIP night when they will have an exclusive in-person meeting with Alesso.
Alesso is a self‐taught Swedish phenomenon, is only 23 years old, and has quickly become a major international star in the world of dance music. Alesso, who has worked with several renowned DJs, produces remixes that become global hits and he always fills auditoriums throughout the world. In 2015, he will launch his first album “Forever” and, at the same time in Ultra Miami he will announce the collaboration that is taking place with 212.
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