TORBAY singer/songwriter Laurance Traverso's new single Hold on Me has been picked up by more than 40 stations so far including Radio 2.

It is also being played all over the country on instore radio from Ikea to Asda, and from House of Fraser to Costcutter.

Now the official music video for Traverso's Hold On Me is in full production, with footage entirely supplied from the iPhones of Traverso fans.

The 'iFilm' is the first of its kind for the record label.

"We wanted to do something a bit different this time," said Frontline's Mel Harris.

"It's a really exciting way of doing things. Using our social media sites, we are giving the fans the opportunity to produce their own clips for the video.

"We give them a rough outline of the story, some possible themes, and few tips and tricks. The rest is up to them. They just have to pick up their phone"

"People have had an iPhone or some form of video device to hand for so long now, it's a part of their daily lives, and as a result our society has become very sophisticated in the way we understand the language of film"

"Hopefully, we can uncover the next Scorsese. But more than that, it's a fantastic way of connecting with the fans, and coming up with something truly unique."

The final video will be produced and edited by Frontline, in time for a release on Valentine's Day.

"Hold on Me is a love song," said Laurance.

"It's a song about being apart, about holding on to something you love, or something you can't let go of.

"So what better way to shoot it than on a phone, and what more perfect a time to release it than Valentine's?

"I'm intrigued about the end result. I can't wait to see what they come up with."

This is the second single from his new album, Life Without Stabilisers.

If you want to get involved with the making of the video, you can join the group page on facebook or email info@frontline-records.com