'She breaks every rule': Polydor co-president Tom March talks huge ambitions for Billie Eilish

'She breaks every rule': Polydor co-president Tom March talks huge ambitions for Billie Eilish

Polydor co-president Tom March has told Music Week that Billie Eilish is the “most exciting pop star in the world”.

Speaking in the latest issue of Music Week, March revealed the scale of the label’s ambition for Eilish and her debut album, When We All Fall Asleep, Where Do We Go?, released today (March 29).

“We’ve taken our time to build her organically and in the right way over a series and succession of releases,” he said. 

The album release follows the slow-burning streaming success of the 2017 EP, Don’t Smile At Me, which took 31 weeks to reach its No.12 chart peak. According to the Official Charts Company, it has sales to date of 127,972 (85.4% from streams). Now the biz will be closely watching Eilish's album streaming numbers, following the huge tally via DSPs for Dave's debut Psychodrama earlier this month.

“Her first EP has been lodged in the album chart for months so we know the consumption for her debut will be through the roof,” March told Music Week. “But the album release is very much the beginning of the second phase of the campaign, we have so much more to achieve. Her potential is limitless”

We know the consumption for her debut will be through the roof

Tom March

He added: “She breaks every rule, she’s a trailblazer. She’s the most exciting pop star in the world.”

Following three sold-out O2 Shepherd’s Bush Empire shows this month, Eilish will be back in Britain for BBC Radio 1’s Big Weekend, Glastonbury and Reading & Leeds festivals.

“The UK has always been an incredibly important market for her - she actually played her first ever show in the UK,” said March. “Billie loves the UK, she’s put a lot of time into the market right from the beginning. We have four more trips planned already this year.” 

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