frontline TALENT
Squid pro quo: Warp aims high with ‘awe-inspiring’ campaign
Label executive Leah Ellis targets chart success for Squid’s debut album and reveals the indie’s global ambitions for “amazing live band” BY ANDRE PAINE
Warp Records’ UK head of campaigns Leah Ellis has spoken about the label’s No.1 ambitions for Squid’s debut album. Amid a growing buzz among the industry and
tastemakers about the UK alternative act, Bright Green Field is released on May 7. “The reason that we chose them and they chose us was just because of the way we always let our artists have a big creative input,” said Ellis. “We want to create a community around them. “There’s a lot of free rein on the creativity. Their
personalities sit really well alongside our artists, you can hear a lot of Warp influences.” While Warp is best known for electronic artists such as Aphex Twin and Squarepusher, Ellis noted the label’s track record of breaking bands, including Maxïmo Park, Grizzly Bear and Battles. Maxïmo Park’s 2005 debut, A Certain Trigger, has sales of 241,405, according to the Official Charts Company. “I don’t think it’s necessarily any different to
how we work on breaking electronic artists,” she said. “It’s about who gets the music. The fans are so important and with Squid they have followed them for a long time.” While the band built up their following with singles including 2019’s Houseplants (Practise Music/AWAL), which has more than a million UK streams, their debut is comprised of entirely original material. It was produced by Dan Carey (Fontaines DC, Goat Girl, Black Midi), who released Squid’s early singles on his Speedy Wunderground label. Ellis said the band’s work ethic and “creative vision” for Bright Green Field will be matched by the label’s campaign. “I want a No.1 and I think they deserve No.1,”
she told Music Week. “There’s so much that we’ve got planned between now and the album release. I think a lot of people are going to be very pleasantly surprised with the creativity of it, how different and awe-inspiring [the campaign] is.” As well as making the BBC Sound of 2020 longlist,
Squid have enjoyed strong radio support from BBC Radio 6 Music. “Steve Lamacq at 6 Music has supported them
from day one,” said Ellis. “I hope that people who listen to Steve and 6 Music really get the music.” The BBC digital station has playlisted the lead
single, Narrator feat. Martha Skye Murphy. The album also features Emma-Jean Thackray and Lewis Evans of Top 5 indie act Black Country, New Road. “There’s been such a positive reaction to the album announcement and first single,” said Hoof Management’s Sinead Mills, who manages the band alongside Ina Tatarko and Tash Cutts. “There’s massive excitement at press and retail. Internationally the band are really starting to make a splash. “The album Squid have made is beyond our
08 | Music Week
Bright Green Field forever: Squid and (below) Leah Ellis
“Squid sit well alongside our artists, you can hear a lot of Warp influences”
Leah Ellis Warp Records
expectations from when we joined their journey a few years ago. We believe they’ve made a really important record, which their fans are going to love. Warp have been incredibly supportive and have allowed Squid’s vision to be completely realised, which is quite remarkable for a debut album. No one is playing it safe.” While indie retail and vinyl will be a key
element of the debut LP campaign, Ellis said they can also make an impact on DSPs. “Because they’re so genre-less, Squid are one of those bands that can sit across different formats,” she said. “In the past year since we signed them, they’ve added a lot more followers on streaming. “We’ve had some good playlists for Narrator.
We’re working closely with Spotify and Apple. The beauty with Squid is that they appeal to different tastes and to different people.” Warp is handling the global rollout for the record in May. “They have started to grow in the US, they are getting some really good support at college radio,” said Ellis. “There’s been a lot of interest
from France, Japan is super-excited about it. It is growing out of the UK, but getting fans on board internationally is just as important.” Plans for a worldwide tour were put on hold because of the pandemic. But with live music set to return in the second half of the year, there are hopes that Squid can build momentum for their debut album campaign. “Pre-pandemic, Squid proved themselves to be one of the most incendiary new live acts from the UK,” said Sarah Joy, the band’s agent at ATC Live. “Their show is enough to render you speechless. “We had a full calendar in 2020-2021
throughout Europe and Asia, which we are in the process of rebooking due to Covid-19. When live shows resume safely, they will continue to tour their debut and visit new territories worldwide where there is a huge demand for them. “They have all the hallmarks of a long touring
career as well as the creativity and drive to make each show as mind-blowing as the last.” Extensive UK and European touring is lined up for the summer and autumn, including a date at Printworks London on September 23. “We definitely feel like it’s the right time, it’s
released just as we are going to be able to start coming out of lockdown,” added Ellis. “It’s going to be a really good opportunity for
them to get back on the road, because I know they have definitely missed that. They are such an amazing live band.”
musicweek.com
PHOTO: Holly Whitaker
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