Columbia UK’s senior marketing manager Charlie Shawcross has said that modern album campaigns must revolve around a steady stream of new music to make an impact.

The major released Vampire Weekend’s fourth album Father Of The Bride last Friday, after the Grammy-nominated New York band moved over from XL Recordings. Six singles were released in pairs in advance of the 18-track album, in a deliberate ploy to flood the market with new music.

“It’s traditionally tough for indie guitar music ...