Bring Me The Horizon are one of the UK acts hoping to scoop a Grammy Award this weekend – and the band’s management say the nomination is already opening doors in the US.
Mantra, the lead single from new album Amo – which shot straight to No.1 in the UK last week – is up for Best Rock Song at Sunday’s ceremony in Los Angeles. And Matt Ash, director at the band’s management company, Raw Power, is confident Bring Me’s first Grammy nod will have a significant impact on the band’s media profile.
“Having the nomination definitely benefits us when it comes to having people focus on the band,” said Ash, who heads up Raw Power US in Los Angeles. “It’s a stamp of affirmation that it’s a credible band they need to think about. It’s another part of the puzzle in terms of putting together a presentation of the band to make people realise, ‘Oh I thought they were just a heavy band with a lot of core fans but, in actual fact, they’ve been nominated for the best rock song alongside St Vincent, Twenty One Pilots etc.”
The band will make its late-night US debut on Jimmy Kimmel next week and has also made inroads at alternative radio, as opposed to its usual Active Rock format, unusual gets for a metal band.
“One of the things about Bring Me, especially in the States, is they’ve always done things on their own terms,” said Ash. “It’s been very organic, they’ve grown through their presence on social media and through touring. We’ve never really had the extra support of the industry at large by getting the more mainstream radio play, TV appearances and a lot of other things that are actually second nature to a lot of acts.”
As well as its No.1 UK debut, Amo started at the top in Australia and went Top 10 in Austria, Flanders, the Czech Republic, Finland, Germany, New Zealand, Portugal and Switzerland.
Its US debut was more disappointing, at No.14. But Ash said the new sound of the record was helping them reach new fans.
“Hopefully the Grammys and Kimmel are going to start turning more people onto the band,” he said. “It feels like there’s a whole new audience waiting for BMTH that hasn’t actually heard the band before, and maybe hasn’t even heard of the band before. Which is something that can create some good opportunities. The older, more heavy rockers are definitely going to take a minute to get their heads around this record so it’s a growing process for everybody.”
Bring Me The Horizon’s US tour continues tonight in Dallas. They headline and curate All Points East on May 31.