Tom Grennan’s team have told Music Week how the singer’s You About? Podcast is helping to power appetite for his new album.
Due on August 15 via Insanity Records, Everywhere I Went, Led Me To Where I Didn’t Want to Be is the former Music Week cover star’s fourth album and the podcast, launched in May alongside Roman Kemp, is a cornerstone of the campaign.
“You About? has been a game-changing addition to Tom's campaign,” said Insanity Records MD Alice Beal. “It hasn't just grown his audience, it's transformed how they see him.”
The podcast is produced by Insanity Studios and was commissioned by BBC Sounds. It is also available on major DSPs and via a ‘visualised’ version on YouTube, while an edited version is broadcast on BBC Radio Five Live each week.
“Through supporting social content and YouTube visuals, he's deepened his connection with Gen Z, who've discovered the funny, down-to-earth personality behind the music,” Beal added. “This authentic connection is now driving increased demand for face-to-face interactions across his entire campaign.”
You About? has been a game-changing addition to Tom's campaign
Alice Beal, Insanity
Music Week has been told that Insanity have charted “measurable growth” across Grennan’s social media channels, while album pre-orders “have jumped significantly”, and his UK arena tour in September is now close to selling out.
MD of Various Artists Management, John Dawkins, manages Grennan and said the podcast has “really helped unlock a new layer of storytelling” for the singer.
“It's not just about visibility, it's about building a genuine community around the artist,” Dawkins told Music Week. “The platform's format has allowed fans to engage with Tom in a more personal, playful way, creating momentum that's rippling across streaming, socials, and ticket sales. We look forward to a new series, and hopefully taking this into a live space and beyond.”
Insanity Studios head of production, Charlotte Mason, added: “This is a brilliant example of Insanity’s unique ecosystem in action. With Roman represented by our talent management division, Tom signed to our record label and Insanity Studios producing the series, this project perfectly demonstrates how we develop and exploit talent-led content across multiple platforms. Our Studios team brings deep expertise in visualising and elevating podcasts beyond audio and then exploiting them omni platform, and we’re proud to be partnering with the BBC to produce this exciting new series.”
The BBC has commissioned a further 20 episodes of the series, which was originally commissioned for 12.
Richard Maddock, commissioning editor at BBC Radio 5 Live, said: “Roman and Tom have a really special friendship. They are two mates from two different backgrounds who crossed paths with each other and became the best of friends. Their conversations are genuine, authentic and hilarious...with some amazing stories to tell. Whether they’re talking about music, football, gossip, relationships or their celebrity circles, you never know what they are going to say next.”
It's not just about visibility, it's about building a genuine community around the artist
John Dawkins, Various Artists Management
Tom Grennan’s brand partnership with Gillette won big at the Music Week Awards earlier this year, while his last two albums have both topped the charts. Evering Road, released in 2021, is his biggest selling album with 247,049 sales to date, according to the Official Charts Company. What Ifs & Maybes, from 2023, has 172,682 sales, while No.5 debut Lighting Matches has 165,363.
Subscribers can read our 2023 cover story with Tom Grennan here.
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