In the new edition of Music Week, we break down the Sleep Token phenomenon.
The mysterious UK rock act are heading to No.1 in the UK with new album Even In Arcadia, their first on Sony Music’s RCA label.
Not only are Sleep Token chasing their first chart topper, according to the Midweek chart they are streaming ahead of chart rivals including Sabrina Carpenter, Ed Sheeran, Charli XCX and The Weeknd. As things stand, Sleep Token are ahead of everyone on album streams (4,115 units), along with 13,760 physical copies and 1,225 downloads.
The masked band are signed in the US with RCA, so Music Week spoke to John Fleckenstein, COO of the US company, about their big ambitions for Sleep Token…
Sleep Token are signed in the US, what are your ambitions for this British rock act as they release their first album with RCA? What are the expectations for week one and beyond?
“Even In Arcadia marks a true inflection point for Sleep Token. It’s their first release with RCA and we are so proud to be part of their story. They are undoubtedly one of the most compelling artists to emerge from the UK. Defying both genre and geographic boundaries, they are poised for a global breakthrough. The very first piece of music, Emergence, blew away all our expectations, and that momentum has only grown with the launch of Caramel. I suspect the album will surprise a lot of people!”
How creative have you had to be with such a mysterious band in terms of marketing? How have their multiple social media accounts, organic fan activity and one-off factors (such as meteorologist fan Chris Michaels) helped to drive this?
“Creativity has been essential to our campaign – and a real privilege! We’ve had the opportunity to amplify this world that Sleep Token, Ryan Richards (with his team at Future History Management) and the fans have started. Fundamentally, this has always been a conversation between the fans and the band. Our team at RCA US – together with Glyn [Aikins] and Stacey’s [Tang] amazing team at RCA UK – have rallied to help bring to life the story of Even In Arcadia. We have been using every tool at our disposal – critically an incredibly joined-up network of Sony Music affiliates around the world.
“The campaign centres on blending the real world with the online one. From a social media extravaganza to co-opting some of our biggest fans, like Chris Michaels, a meteorologist on local TV in North Carolina – if you are a fan, this campaign is all in plain sight. If you haven’t heard of Sleep Token yet… well, you might just see some curious things out there. Go explore! All said, make no mistake, these are not empty party tricks or gimmicks. This adds up and there is meaning – one with intent and emotion and beauty.”
Sleep Token have made an impact with Emergence and Caramel. What reaction did the tracks get at US rock radio formats and on DSP playlists in the US?
“Sleep Token have made a major impact in the US with Emergence and Caramel, cutting through both rock radio and digital streaming in a big way. Emergence immediately caught fire at US rock radio, earning widespread airplay and setting the stage for the band’s strongest radio cycle to date. Both tracks have become their highest-charting singles, and that momentum was further cemented by their selection as iHeartRadio’s newest On The Verge artist.
“On DSPs, the reach goes well beyond rock. With placements on flagship playlists like Spotify’s Today’s Top Hits, the band is now showing up alongside the biggest names in music – across any genre – proving that their sound resonates far outside rock.”
Rock music doesn’t always stream well – but Sleep Token have cracked it with nine million listeners on Spotify – what do you think is behind that? How are they and the label creating that level of engagement – and what support will there be on DSPs when the album drops?
“Sleep Token’s streaming results are a testament to the power of their music and the community behind it. Simple but true. This isn’t just algorithmic success – it’s the result of genuinely powerful songs that are resonating deeply with a fanbase that shares, celebrates, and lives inside the world the band has created.
“While the streaming growth has been organic and global, our partners at the DSPs are fans too. We know Sleep Token’s music may not always be an obvious fit. They may not sit easy in a ‘genre box’ – but our partners are going for it and taking those leaps that great music demands.”
Sleep Token are really breaking down the walls between genres
John Fleckenstein
They have sold out a big US arena tour, how strong is their live business in the US and how much has it grown on this record?
“Needless to say they have always been a force in the live space – breaking expectations over and over again. Ryan has steered them amazingly here over the years. We have a great relationship with Rich Shaeffer and his AEG team here in the US – and thrilled to be working with them and the Independent Group.
“From the smallest venues to now the biggest of global stages, Sleep Token have consistently sold out their shows. Yet another testament to this fanbase. That cycle continues in this next chapter with a US arena tour that basically sold out on pre-sale. These shows in the US, not to mention, the outdoor shows coming up like their headline show at Download, will be major, major threshold moments.”
What are the wider promotional/media opportunities for the campaign around that US tour with the band in market? Are there TV opportunities?
“What happens next is always the most interesting question on Sleep Token. So, I cannot answer this one. Find other fans and join the Sleep Token pilgrimage!”
Where do you think the band can go from here as they gain momentum? And does their ascent coincide with an improving climate for rock/metal in general in terms of streaming and sales?
“Sleep Token’s trajectory shows no signs of slowing. Scaling into true global superstars feels next up. I’d love to say this marks a new chapter for rock, but I think Sleep Token are really breaking down the walls between genres altogether – which is, to me, the ultimate hallmark of the most important artists.”
Subscribers can read the full article on Sleep Token here.
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