Let’s take a second to rewind the clocks back to November, 2024.
Fresh from achieving a rare feat of three No.1s in the same week – spanning the albums, singles and UK airplay charts, with three different artists – Polydor Label Group president Ben Mortimer told Music Week it was a real sign of intent from his company.
“There’s a palpable fizz around the place right now,” concluded Mortimer, who was at that point still fresh from celebrating No.1 success with The Cure’s sensational return. “We have great artists returning and some spicy breaking acts across Polydor, 0207 Def Jam and Capitol. As we enter 2025 there’s a real energy to the way we’re moving."
Well, we’re now in 2025 and the energy is clearly not dissipating.
As you will have seen in headlines throughout the week, today Sam Fender’s third album People Watching is not only on course for a No.1, but a big one. Currently standing at sales of 92,641 in the midweeks, it is both the biggest opening week of 2025 so far and biggest since Coldplay’s in October 2024. Having already outsold the rest of the Top 10 combined, later today we will find out if it has crossed the 100k mark. Should he do so, Sam will become the first British solo artist to do so since Harry Styles with 2022’s Harry’s House.
With this also coming ahead of his highly anticipated BRIT Awards performance on Saturday and a summer of UK stadium shows plus North American and European touring, the emerging picture is of an artist taking a big step up.
Here, Ben Mortimer talks us through the campaign, and what’s next for Sam Fender and Polydor Label Group…
First, let's go back to the beginning of this campaign – when did you first hear Sam's new record?
“Back in 2023, Sam’s A&R, Richard O’Donovan, and I were invited to Sleeper Sounds, where Sam and the band were hunkered down. When I first heard the music, I knew it had the makings of a masterpiece. It was bold, honest and equal parts uplifting and heavy. But it was far from finished. Under Rich’s guidance, it only got stronger. More songs came into the picture, including People Watching, and he worked with legends like Markus Dravs and Adam Granduciel, to help get it across the line. Wild Long Lie and TV Dinner are both musically sublime yet lyrically haunting. And I have to admit, the first time our creative director, Semera Khan, showed me the video for Remember My Name, I genuinely teared up. She’s done phenomenal work with Sam on this campaign.”
Sam is on course to more than double the week one sales compared to each of his first two albums and it is the biggest week one of 2025 so far. Has that beaten your projections?
“From the day we signed him, we have always been committed to Sam, but the moment we released People Watching, we knew something different was happening. It soared up the charts in a way alternative rock tracks rarely do. That’s when we realised Sam had shifted into a new gear. He’s brought in a huge new audience since the last album. From that moment we were confident in, and committed too, big album numbers.”
You mentiond then about him bringing new audiences in. Aside from Sam making brilliant music, what’s behind that broadened appeal?
“There were his unforgettable performances at Glastonbury and as a headliner at Reading & Leeds, the meteoric rise of the single Seventeen Going Under – which took off a full five months after the album's release – and his duet with Noah Kahan all played a part. And add to that some fantastic audience-building work behind the scenes from our team and the brilliant management at OD. But, ultimately, it all comes down to Sam. He’s effortlessly authentic, and people connect with that. He wins them over simply by being himself.”
Sam’s brought in a huge new audience since the last album
Ben Mortimer, Polydor Label Group
Sam recently did a Sunday Times interview in which he spoke about class in the music industry and how "a kid from where I’m from can’t afford to tour, so there are probably thousands writing songs that are ten times better than mine... but they will not be seen because it’s rigged.” Obviously, you are the label that found him so you've already shown that you can discover those gems he's talking about – but what do you personally take from his observations about the industry? It seems to have been a point that has struck a chord for a lot of people...
“It definitely resonated. I’ve seen several other artists we work with at PLG, like Self Esteem, repost that quote. There’s a lot of truth in what he’s saying, but more than anything, I’m proud that we’ve helped give Sam Fender a platform – and even prouder that we’ve been there from the very start.”
I'm sure you're already thinking way beyond week one now and wanting to make this an album that has legs. What can you tell us about where the campaign goes from here? He's already talking about doing another album it seems…
“We have big plans – especially on the international front – but I’ll have to keep the details under wraps for now, sorry! What I can say is that Sam is determined not to have as long a gap between releases as he did between Seventeen and People Watching.”
Sam Fender is now establishing himself as a stadium artist in the UK. Were stadiums always the ambition by album three, or has this jump come sooner than expected?
“Stadiums were always part of the vision for [manager] Owain Davies and Paul Wilson [of CAA], but we wanted to see how last December’s arena tour performed first. When it sold out in an hour, the consensus was clear – go for it. And that ambition has absolutely paid off. Live music has become such a powerful driver again, and we couldn’t be more excited for what this summer has in store.”
I’m confident 2025 is going to be a huge year for PLG
Ben Mortimer, Polydor Label Group
Sam heads off on a North American tour soon, what’s the outlook for Sam Fender in the US and internationally in terms of both live and streaming?
“We’re already seeing 50% growth in several markets, reflecting the success we’ve had in the UK. The US, Germany, and Australia all feel primed for breakthrough moments. But I’m also realistic – there’s still a lot of work ahead. Fortunately, Sam and his team are ambitious about expanding beyond the UK, and that gives me real confidence.”
What are the prospects for Sam Fender now as a long-term career artist?
“Sam Fender is unstoppable. He’s not just smashing records; he’s packing out stadiums and arenas too. He’s an extraordinary artist and has the tunes, the talent, and the fans to go the distance, and Polydor is buzzing to be along for the ride.”
Finally, this result is a big moment for Polydor Label Group. How are you feeling about your roster's activity in the next few months, it seems like it's going to be a very busy one for you...
“It’s already been a strong domestic start to the year with Chrystal’s The Days and an incredible comeback from Inhaler, that’s seen their audience surge globally. Olivia Dean, from Jo Charrington’s Capitol, is gaining serious momentum. LeoStayTrill from Alec Boateng's 0207 Def Jam is building fast. Plus, we have major returns lined up from some A-list artists. I’m confident 2025 is going to be a huge year for PLG.”
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