'Independence has been key': AJ Tracey's manager explains blockbuster campaign

'Independence has been key': AJ Tracey's manager explains blockbuster campaign

AJ Tracey’s manager Andy Musgrave has told Music Week that being able to “move quickly and freely” has helped fuel the rapper’s success.

Former Music Week cover star AJ Tracey reached No.3 with his self-titled debut album earlier this year. It has a to date sales figure of 75,099 according to the Official Charts Company.

Thanks to some high profile festival appearances this summer, his Ladbroke Grove single (517,020 sales) has rocketed up the charts, peaking at No.4 so far. It is the Londoner’s highest-charting single to date.

With distribution from ADA, Tracey puts his music out via his own record label, and Musgrave – who manages the rapper through his Supernature company – says independence has defined their success.

AJ has a very strong core fanbase

Andy Musgrave, Supernature

It’s a combination of factors over a number of years coming together to create the perfect moment,” he told Music Week. “I always hammer this point, but independence has been key, we have always been able to move quickly and freely, often putting out whatever AJ feels is right in the moment, rather than what fans may expect. Over time that creates a unique excitement for every next move.”

AJ Tracey is nominated in the Best Live Act category at tonight’s AIM Awards, which is set to take place at London’s Roundhouse.

With 23,741 sales coming from permanent downloads, Ladbroke Grove has moved 493,279 units through streams.

“AJ has cultivated a very strong core fanbase over the years, and a majority of these listeners are also putting their hands in their pocket and supporting through tickets and merch - they're not just casual listeners,” said Musgrave.

“In this age of social media and hyper-transparency, I believe people are increasingly drawn to the artists delivering an authentic message,” he added.

Music Week visited the rapper at home in London prior to the album’s release. Subscribers can read the full interview online here. Revisit our 2016 On The Radar interview here.

PHOTO: Paul Harries

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