It’s only February but Røry has achieved what’s likely to be one of the most impressive chart results of 2025.
Not only has she scored a Top 10 album as a self-releasing artist (via her Sadcøre Records in partnership with Fuga and Proper), she released her debut full-length album as Røry at the age of 40. It follows an earlier career as a pop singer-songwriter under her real name Roxanne Emery.
Restoration debuted at No.10 with 6,299 units in its opening week (4,177 physical copies, 1,766 downloads and 356 sales-equivalent streams).
The debut from Røry is described as a “candid and moving insight into her journey through life, baring all of her demons, including experiences with addiction, family trauma, loss and more”. The genre-blurring alternative artist already has a significant audience from the ADHD podcast with her husband Richard Pink, the latest episode of which reached No.2 in Spotify’s UK podcast chart.
Røry, who won Best UK Breakthrough Artist at the Heavy Music Awards last year, heads out on a UK tour next month. With tickets close to selling out, she has lined up dates at venues including O2 Forum Kentish Town, Rock City Nottingham and O2 Ritz in Manchester.
Røry is managed by Mark Walker at Free Focus, with Dexter Hubbard (Badhead) acting as project manager, Emma Davis and Jess Kinn at One Fiinix responsible for live booking and The Noise Cartel handling PR and promotions.
Here, Røry and Mark Walker reveal how they went Top 10 with Restoration and share insights on her long journey to chart success…
How do you feel about the Top 10 result – was it beyond expectations?
Røry: “Honestly, I didn’t expect it at all. I knew the fan base were incredibly passionate, but a Top 10 result for an independent artist felt impossible. Our goal was a Top 40. I am stunned, and very grateful. This result really shows the power of the community behind the music!”
What do you take from the fact that you were able to achieve this as a self-releasing artist? How significant is that achievement in the modern music industry?
Røry: “It’s proof that the old industry rules are breaking down. You don’t need a major label to have a breakthrough moment anymore. If you connect authentically with your audience, create a strong brand, and have a smart release strategy, you can build success on your own terms. It’s incredibly validating and opens up new doors for other artists like me.”
Given that it was 300 copies that ensured a Top 10 result, how important was indie retail and in-store gigs?
Mark Walker: “The week of in-stores we ran across HMV and some wonderful indies including Assai, Banquet and Crash Records really made the difference. Those final sales pushed the album over the line. The community Rox has amassed and her connection with her audience meant it was important for us to create direct-to-fan experiences that not only drive sales but deepen the relationship between Rox and her audience. People remember those moments – they’re more than transactions; they become part of the story.”
It’s incredibly validating and opens up new doors for other artists like me
Røry
How does this compare to your first phase of success in the music industry; what’s different this time for you as an artist?
Røry: “Everything is different. Back then I was fully reliant on other people’s campaign strategies. Now, I’m much more in control and I’m building my own world where every creative decision is mine. I’ve also grown as a person. I’ve been through addiction, therapy, and huge life changes. I’m not afraid to be vulnerable and honest in my music anymore, and that has helped create an incredible connection with my fan base.”
The album is lyrically honest and powerful. How have fans connected with these songs so far, and what reaction has there been?
Røry: “The response has been overwhelming. Fans have reached out to say that the songs have helped them through grief, trauma and recovery. Seeing people relate so deeply to what I’ve been through that it makes all the pain I poured into the record worth it. It’s real life connecting to real life, which is all I’ve ever wanted my music to do.”
How did the podcast and book bring an audience to your music? How engaged is that fanbase, and how do you link those elements together for the campaign?
MW: “From a talent management perspective, it’s about building an interconnected ecosystem. At Free Focus, everyone we manage has a digital footprint and community of fans behind them. Rox has built trust by being open about her journey in her book and podcast. Those platforms reach different audiences but funnel back to the music because they’re all part of the same message – healing, growth, and personal transformation. Fans feel deeply connected to her story.”
You released an album in 2014, but this has been your breakthrough as Røry and will be widely viewed as your debut release. What made you wait until now – and did you feel that age presented any barriers in the industry?
Røry: “I was also dealing with addiction and recovery… I couldn’t have released this record without healing first. Having this success in my twenties would have likely killed me. As for age, yeah, there’s still a bias, but I see it shifting. People want authenticity over polished youth. I’m proud to be 40 and breaking through. Rock ‘n’ roll doesn’t have an expiration date.”
How did you go about setting up the label? Would you recommend it to other artists, emerging or otherwise?
MW: “We built Sadcøre from the ground up with help from our project manager Dexter Hubbard at Bad Head and with key partners like Fuga and The Noise Cartel. It’s a lot of work but worth it if you want to maintain control over your music and revenue. It’s not just about independence for independence’s sake – it’s about being strategic and self-empowered. Every artist situation is different, I have other artists signed to labels on deals that make sense for them. For Røry, a more independent approach gave us the freedom to do things our way and we couldn’t be happier with the outcome.”
Why did you choose Fuga and Proper as label partners, and what did they bring to the campaign?
MW: “Fuga provided digital distribution expertise and campaign strategy, while Proper handled physical sales and retail. We could have gone down a digital platform route for distro, but Ben Patashnik at Fuga approached us and it’s been great to have a partner manager and team of people at Fuga to give us those label services and be at the end of the phone.”
Following the week one result, how can you build the streaming side of the campaign?
MW: “We knew we were running a physical campaign if we wanted to chart. Now, the streaming campaign really begins. Rox is a queen of viral moments on social media. We’ll keep leaning into those organic, shareable moments while engaging with playlists and fan-driven platforms. The key is to create a campaign that feels authentic to her personality and resonates with her fanbase.”
Rox’s story and music are universal – there’s no limit to where we can go
Mark Walker
Who are you working with on the live business in terms of promoter and agent?
MW: “We are partnered with One Fiinix for live who have been instrumental in taking Rox from Camden Assembly in 2022 to Kentish Town in 2025. Jess Kinn and Emma Davis have been incredible agents and their hustle for Rox is endless. Promoter-wise Jess and Emma have split markets between a number of national and indie promoters across the UK. Maddie Arnold at Live Nation gave Rox her first ever show and continues to promote her in London, Birmingham and Manchester, while the likes of Lottie Bradshaw at Kilimanjaro, Ben and JD at Slam Dunk, and Amy at DHP (among others) have regional dates on next month's tour.”
What are the plans for the tour? Are you expecting to step up to bigger venues following the March dates? Will there be festival dates?
MW: “March is looking to sell out so the logical step is to step up the venues next time around… Before then though we have a run of festivals including headlining the second stage at 2000 Trees, as well as first appearances at a number of European festivals. We are weighing up international options including a first visit to the US as well as testing Rox’s following in Germany with some headline dates later this year.”
What are the international opportunities? Are there partners you are working with on the record and touring?
MW: “We’re in discussions with key international partners for both the record and touring. There’s strong interest in markets like Europe and North America, and we’re working on plans to build that out over the next two years. Rox’s story and music are universal – there’s no limit to where we can go.”
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