London Grammar - no, not a school, but a band - and if you haven’t heard them yet, you’re about to.
The hottest new thing to come out of the London music scene is a Nottingham-bred trio composed of Hannah Reid on vocals, Dan Rothman rocking the guitar and Dot Major on keyboard and drums. Having landed on the Next Big Sound chart in January, been featured by legendary radio DJ Zane Lowe in April, and working with well-known production duo Disclosure, they signed with Warner/Chappell UK in late June, and are set to release their debut LP later this year.
Think a mellower version of Florence & The Machine (Reid’s voice can’t help but invoke Welch in your mind), they meld strong vocals, classic indie pop, and an electronic undercurrent into a soothing, somewhat melancholy, and altogether captivating sound.
Back in early January their numbers started moving, and fast. In the first two weeks of the year, they added 360 new Twitter followers, more than a third of their total following at the time. Same goes for Facebook, jumping from a little more than 2,000 page likes to north of 3,000 in the span of a fortnight. Six months later, London Grammar has more than tripled that number of page likes, just hit the 10,000 followers benchmark on Twitter and count over 2.1 million spins on SoundCloud in total.
A few key events this spring helped spur the rapid growth for London Grammar. When Lowe debuted their new single "Wasting My Young Years" on BBC Radio One this set off an alert in their Facebook Talking About metric, and helped them attract close to 50,000 plays on SoundCloud the following day. The date they announced they would appear on the latest Disclosure album (a month before the actual drop), they saw a 317% increase from the average daily number of new Facebook page likes in the week leading up to it. And unsurprisingly the release of their Metal & Dust EP in late May had a significant impact.
The trajectory of social stats for London Grammar is a great example of how artists are acquiring new fans by releasing music that resonates, often online, fans then spread the word through their own social network, and as a result these artists see a rapid rise in popularity.
Stay tuned from more from London Grammar, currently charging through a jam packed touring scheduling full of festivals. Hopefully the wait won’t be long.
Liv Buli is the resident data journalist for music analytics company Next Big Sound. Buli is a graduate of New York University’s Arthur L. Carter Journalism Institute and her work has appeared in Newsweek Daily Beast, The New York Times Local East Village, Hypebot and more.