The Orchard celebrates Top 3 start for new Oasis partnership

The Orchard celebrates Top 3 start for new Oasis partnership

The Orchard has secured a Top 3 finish for Oasis’ (What’s The Story) Morning Glory?, its first reissue campaign with the band.

The 25th anniversary of the Oasis album was marked by Big Brother Recordings with a double silver-coloured LP and picture disc on heavyweight vinyl.

The album moved 41-3 on sales of 14,527, according to the Official Charts Company. Sales were up 640% week-on-week. It also made No.1 on the vinyl albums chart.

As well as 11,156 physical sales in the past week, Morning Glory had 656 downloads and 2,715 sales from streams. That’s a considerable streaming boost for a physical-focused campaign – streaming-equivalent sales were well up on the 1,096 in the prior week. 

It’s also the highest chart position for the album since August 1996. The album peaked at No.1 upon release in 1995 and now has huge career sales of 4,683,951. It is the fifth best-selling album of all time in the UK, according to the OCC.

The Orchard’s campaign for (What’s The Story) Morning Glory? is the first big release under its new partnership with Ignition Records, including their associated labels Big Brother Recordings and Sour Mash Records

Ben Poliszczuk, director, label management at The Orchard UK, said: “It's been an honour to work alongside Big Brother Recordings on the 25th anniversary of such a legendary album. It's not often you get to be a part of a record that quite literally changed people's lives.

“Not having new audio was a challenge, but together with Ignition, we focused on creating new assets highlighting the iconic branding to engage and re-engage fans both on and off platform. We also tapped into technologies such as MQA audio, and executed strategically placed and timed competitions to keep the release at the forefront.” 

It's been an honour to work alongside Big Brother Recordings on the 25th anniversary of such a legendary album

Ben Poliszczuk

He added: “The combined efforts across label, distributor and retail resulted in a great campaign that acknowledges the importance of this seminal album.”

The Orchard worked with Music Week Awards Sales Team winners Proper Music on physical distribution.

"A big congratulations to The Orchard on their new global distribution deal with Ignition, and the success of the lovely vinyl-exclusive reissue of Oasis’ classic (What’s The Story) Morning Glory?, which we’re happy to be providing fulfillment for,” said Proper Music Group MD Drew Hill. “It’s great to see people still buying this album physically 25 years on!” 

YouTube Premiere hosted an official album playback and singalong event for the reissue.

The campaign also boosted sales of Oasis’ greatest hits, Time Flies – 1994-2009, which moved 35-31. Sales were up 36% week-on-week. The collection has sales to date of 1,228,413 (38.2% from streams).

Debut album Definitely Maybe was a non-mover at No.62, though sales were up 20.9% week-on-week. It has career sales of 2,309,756.

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