The team behind Friendly Fires have told Music Week that the band’s return is “long overdue”, as they lift the lid on what they are planning for the duo.
Dig Deeper is due out on January 15 2027 via LAB Records, which is partnering with 2026 Music Week Award winnersADA on the campaign. The band, whose last album was 2009’s Inflorescent, are also working with Prolifica.
“From our first day working the project, it was immediately clear how much goodwill there is for this band,” LAB Records co-founder Mark Orr said.
There's definitely something special happening around this generation of artists, and people are rediscovering how individual and authentic that period of British music was
Alice Frost, ADA
Friendly Fires now operate as a duo, comprised of Ed Macfarlane and Edd Gibson. They have hit the Top 20 with each of their previous three albums, with 2012’s Pala, released on XL, achieving a career-best peak of No.6.
“They have written and recorded a brilliant album and are in total control of their art,” added Stefano Anselmetti of Prolifica.
LAB Records worked on a chart-topping album campaign for The K’s, which was followed by the announcement of a JV with ADA and parent company Warner.
ADA GM Alice Frost, who was inducted onto the Music Week Women In Music Awards Roll Of Honour this year, has high hopes for Friendly Fires.
This record, from the sonics to the overall creative, is something I know we’re all going to be able to stand behind for years to come
Mark Orr, LAB Records
“The new music is fantastic and feels contemporary with a nostalgic nod,” Frost says. “As we continue in an era where people are looking back a couple of decades, it's the perfect time for the band to relaunch. Audiences can either discover or rediscover the band through the new music, as well as by listening back to their amazing catalogue.”
We quizzed Frost, alongside Orr and Anselmetti about Friendly Fires’ big comeback, the revival of noughties indie and their plans for the campaign.
How did Friendly Fires’ partnership with LAB/ADA come about and how is it working so far?
Mark Orr: “We first sat down at the end of last year, and what came through loud and clear was the passion that Ed and Edd had for this new chapter. There’s an entirely fresh team across the project which has brought an incredible energy: everyone is so hands-on and loves the music. That, combined with the brilliant record they’ve made, I know will delight fans new and old.”
Stefano Anselmetti: “It came about through a shared passion for the band and their music, and LAB’s dedication to their artists. Both our companies have an old-school love of retail and vinyl offerings for fans. We both take pride in designing and delivering great art and great value. So far, so good. And we are only getting started!”
Alice Frost: “LAB Records are such an important partner for ADA, and we know that every artist and campaign they bring to the table will be top quality, allowing us to really lean in and reinforce from our side. Our team members Sophie Benjafield, Emma Camfield, and Ella Harding in particular play an important part in supporting a campaign like this across the digital and physical commercial strategy, as well as marketing ideas and execution.”
With LAB's recent successes, coupled with big moments for the likes of the Maccabees and other bands from the era Friendly Fires first emerged in, how excited are you about what's possible for their return?
MO: “It’s incredibly exciting: this record, from the sonics to the overall creative, is something I know we’re all going to be able to stand behind for years to come. We just want to play our part in maximising its reach and continuing the story of this band.”
SA: “What we can achieve is limitless. The band has an incredible catalogue, an incredible new album, and their live performances are fire! They are a band that channels amazing energy when they are on stage. Audiences are connecting with that beyond TikTok and Instagram.”
AF: “For sure, there's definitely something special happening around that generation of artists, and people are rediscovering how individual and authentic that period of British music was. The way audiences are responding to the era gives us a real opportunity for Friendly Fires, which is super exciting. The best comebacks aren’t about recreating the past; they’re about taking everything people loved about an artist, adapting to new consumer trends, and seeing where it can go next.”
The band has an incredible catalogue, an incredible new album, and their live performances are fire!
Stefano Anselmetti, Prolifica
Why is there this level of interest in noughties indie acts at the moment?
SA: “I think it’s because they are brilliant bands with incredible songs who can properly play live.”
AF: “Yes, ultimately it's down to the quality! But it also goes back to nostalgia - whether it's original fans looking back to rediscover some of their favourite tunes or new audiences who might've heard a clip on socials. Many cultural forms are experiencing a renaissance, from fashion to music, physical formats, and tech products. People are looking back and wanting to either reminisce or understand a former era. A lot of that generation are now also parents who introduce their kids to their favourite songs from that time, which helps!”
What plans do you have up your sleeve for the campaign?
MO: “I think it’s been such a fascinating start to this campaign, which is a huge credit to Prolifica, ADA, Lower Third, All My Frenz, and our wider team. We’ve already launched a pirate radio station, snuck secret 7”s into select retailers, made a hugely limited CD mixtape, and created a connection hotline for fans. There is definitely lots more to come – fans need to keep a close eye on socials and the mailing list.”
AF: “A LAB campaign is always full and exciting, with no stone left unturned. All of the teams work really closely together to make something amazing, and with the added power of Prolifica and an experienced artist, it's guaranteed to be an amazing one.”
How do you reawaken the old fanbase and attract new fans at the same time?
SA: “Through clever digital marketing, making use of all the new tools available to us, and engaging with fans old and new in an authentic and original way.”
MO: “All of the activations we have done so far were designed to ensure fans were motivated and well aware a new chapter was imminent - and once you’re through the door, the music and creative absolutely speak for themselves.”
AF: “For the older fanbase, you want to remind them why they fell in love with the band in the first place. On top of catalogue marketing, even just seeing the band's name popping up again will encourage them to go and search for new music and listen to the old. The key is reigniting that original fanbase while introducing the band to new people through exciting content, live moments, and the culture around them. Then, hopefully, you start to overlap with an original fan introducing a new fan - that’s when you know you’re building something that can really grow.”
What are the ambitions for the album when it comes out? Pala hit a career high No. 6, can you top that?
SA: “Of course, no doubt!”
AF: “We're fully into planning for release week and beyond to really give this a good chart push. It feels like there's a real appetite to see the band live again, so we're going to make the most of that alongside the pre-order pushes and format options.”
MO: “Ultimately, we all know this record will live well beyond next January - but I actually hadn’t realised that No.6 was a career high. I guess that gives us something clear to shoot for!”
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