The desire to entertain clients and add fun elements to business collaborations has grown into not only new opportunities for Alpha Solutions but also the chance to kickstart the careers of up-and-coming artists.
Alpha Solutions, based in London and Milton Keynes, works across all industries and with companies of all sizes to support them in achieving their goals in terms of business development and growth. That includes strategies and advice for owner-managed businesses on anything from gaining investment to accessing insurance products, setting up telecoms systems to procuring stationery.
Over 35 years, the Alpha Family has grown into 20 specialist divisions made up of companies and products including Alpha Secured Investment, Alpha Energy, Alpha Events and Alpha Club, all specialising in aspects of business to help guide companies through the complexities of the corporate world.
In order to lighten the load and responding to a passion across the company for entertainment in general and musical theatre in particular, Alpha’s Summer Ball became a permanent fixture on the social calendar. Building on that, Alpha went on to stage a number of high-quality events including:
Best of the West End at the Royal Albert Hall, which saw tens of thousands of people enjoying the likes of Mazz Murray, Ruthie Henshall, Russell Watson and Ben Forster, who was also Creative Director of the event.
Sunset Boulevard, again at the Royal Albert Hall, in December 2021, starring Mazz Murray, Ramin Karimloo, Jeremy Secomb and Zizi Strallen and featuring a 19-piece company and 40-piece orchestra.
Alpha’s support of the arts extends to lifestyle, and also in Alpha Solutions’ portfolio are the London Lifestyle Awards, which were founded by Jason Gale. The awards acknowledge the best in London life from bars and hotels to fitness venues, retailers, hair salons and theatres.
In addition, in March this year, Alpha held the final of new talent competition, Alpha Unsigned, at a glittering evening at the O2. Ten finalists, chosen from hundreds of up-and-coming artists gathered from performing arts colleges, music schools and through social media, got to compete in front of an audience made up of representatives from the music industry and guests of Alpha Solutions, as well as their own fans and families.
Lindsay Treasure, Managing Partner at Alpha, said:
“Everything started with the Summer Ball, which we have been holding for some years. It was to give our clients and associates a fun evening of entertainment, and we wanted it to be good quality so we built relationships with some of the top people in the West End, and we have had big names like Ruthie Henshall, Ben Forster, Ben Haenow and Mazz Murray involved over the years.
“The wonderful thing about entertainment is that it can adapt to any setting. So, you can do a big musical number on a large stage at a summer ball, or you can take it right down to something that works at a smaller gathering, post-lunch entertainment.
“Our involvement led to more collaboration with the entertainment and lifestyle sector, with Jason’s involvement in the London Lifestyle Awards, and we ended up finding a lot of synergy, giving something back by regularly supporting artists’ business needs, with things like finding the right management, drawing up commercial contracts and
securing investment.“Then the pandemic struck and the entertainment industry was devastated and needed us more than ever. We also needed to keep our own brand active and relevant and so we formed Alpha Music and Records, which was created to help those in the music industry.
“We are very passionate about supporting not just artists, but anyone involved in entertainment. It has been such a tough couple of years for them, as it has for businesses, including ourselves and our clients, and if we can use our expertise to support someone in their career, then we are proud to do so.”
Alpha Solutions has more ideas in the pipeline for how it might support and collaborate with those in the entertainment sector.
Jason Gale said:
“Everything that we do, we want to be good quality, the best it can be, whether that is in business or entertainment. That was the thinking behind the London Lifestyle Awards and now Alpha Unsigned. We have built relationships over the years to allow us to access the best artists and entertainment and want to give something back. More collaboration between the entertainment and the operational sides of business services creates opportunities for us, and for clients across the whole of the industry.
“For instance, the London Lifestyle Awards have had some great sponsors in the past, people with the kind of knowledge that can help the business directly, and we can put them in touch. That means we can offer clients a solution, whether that’s investment, advice or products, that might help them achieve their goals.”
Find out more about Alpha Solutions at www.alpha.solutions.uk or call 0203 096 3300 or email info@alpha.solutions