'I want them to have a No.1': Dirty Hit label boss on Wolf Alice's new album campaign

'I want them to have a No.1': Dirty Hit label boss on Wolf Alice's new album campaign

Jamie Oborne, founder of Dirty Hit Records, has told Music Week he believes the growth of streaming represents “a big opportunity” for Wolf Alice as they prepare to release their second album, Visions Of A Life. 

Oborne - who was profiled by Music Week earlier this year - signed the London-based quartet to the label before the release of 2015 debut My Love Is Cool, which has sold 107,410 copies to date, according to the Official Charts Company.

That record was pipped to No.1 by Florence + The Machine’s How Big, How Blue, How Beautiful, but Oborne is aiming to go one better second time out. “I want them to have a No.1,” he told Music Week. “It’s about understanding their creative vision and trying to amplify it without colouring it. We need to market the record well.”

He added that he sees the rise in popularity of streaming platforms since My Love Is Cool as “a big opportunity”. “I’m excited about growing into that sphere because I feel like alternative is probably the next type of music that’s going to have an explosion on those platforms,” he said.

Oborne was talking to Music Week as part of a special feature on Wolf Alice in the latest edition of the magazine, alongside East City Management founder Stephen Taverner and singer/guitarist Ellie Rowsell.

To read the full story, in which all three discuss their aims and ambitions for the album - which was produced by Beck and Nine Inch Nails collaborator and Paramore producer Justin-Meldal Johnsen - click here or pick up this week’s issue. For Oborne's golden rules for running a label, click here.

Earlier this year, Taverner predicted Visions Of A Life would be a “huge commercial rock record”, calling it “a monster”.

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