BRITs boost for breaking artist Joy Crookes

BRITs boost for breaking artist Joy Crookes

Joy Crookes has received a boost from her BRIT Rising Star nomination.

The singer, songwriter and producer from Elephant & Castle was a runner-up in the inaugural prize category, along with Beabadoobee.

Andy Varley, president, Insanity Records, told Music Week that Crookes is already seeing the benefit from the profile that the Rising Star award brings.

“We are delighted that Joy was shortlisted for the BRIT Rising Star award,” he said. “From a promotional perspective, an endorsement like this opens an artist like Joy up to a whole new fanbase that may not have been aware of her previously. We have seen huge spikes in her social media numbers since the shortlist was unveiled, and it has set her up very nicely for 2020.” 

Crookes now has 143,000 Instagram followers, as well as 657,000 monthly Spotify listeners. She has been tipped for 2020 by platforms including YouTube and Amazon Music, and plays Annie Mac’s AMP London in March.

An endorsement like this opens an artist like Joy Crookes up to a whole new fanbase

Andy Varley

Polydor-signed Celeste, a Music Week cover star, was the winner of the award and will get to perform at the BRITs next month. Varley welcomed the promotional platform for artists in the Rising Star category at the BRITs, which airs live on ITV on February 18.

“In the digital age that we live in, it is crucial that we do not lose sight of the importance of traditional artist marketing,” he said. “With a diminishing number of TV performance opportunities for new talent, BRIT Rising Star will undoubtedly give developing artists a chance to shine in front of a global audience.”

Insanity is also launching the sophomore album campaign from Tom Grennan, who has just dropped comeback single This Is The Place. He plays a BRITS Week With War Child gig next month.

Grennan’s 2018 debut Lighting Matches has sales to date of 82,262, according to the Official Charts Company.

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