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By Sara Mccorquodale
Avant Garde: Ray Kay has applied the Gaga formula to Alesha Dixon's video - strong colours plus bold stylingShe is a much-loved pop star for her down-to-earth attitude, accessible style and catchy singles.
However it seems Alesha Dixon is ditching her usual look in favour of something a lot more cutting edge.
Perhaps feeling the pressure to compete with chart-topping songstresses Lady Gaga and Cheryl Cole, the 31-year-old has enlisted Norwegian director Ray Kay to create the music video for her new song Drummer Boy.
The man of the moment when it comes to popular videos, he also directed Cole's debut Fight For This Love and Gaga's Poker Face.
And, it seems he is using the same formula for Dixon that used on his previous two clients - bright colours, strong costumes and bold styling.
Flanked by two men, the former Mis-teeq star is pictured gazing provocatively into the camera wearing scarlet and black with her hair swept up onto the top of her head.
Edgy: Draped across a vintage chair and flanked by two men Dixon gives a typically sassy performance
Feisty: Alesha looks like lady of the manor as she is flanked in her throne by two male dancersPosing against a fire-red wall the image is striking and reaffirms Dixon as one of the UK's leading performing talents after her coolly received judging season as Arlene Phillip's replacement on Strictly Come Dancing.
She is no doubt set on making her mark on the charts again and has been promoting her new single and album this week in Manchester on the city's Key 103 radio station.
She also posted a video on her official website saying: 'I'm really excited about the new record. We're just mastering it, mixing it and making it as good as it can be for you guys. I’m really excited, I hope you guys are as well.'
Promotional trail : The singer visited Manchester's Key Radio 103 earlier this week to talk about her new song [endtext]
