The Reytons’ manager Rich Goodwin has told Music Week about the “late nights, hard work and determination” behind the campaign for the self-releasing band's second UK No.1 album.
The Rotherham rock group's fourth LP A Love Letter To A Broken Town reached this week's summit with sales of 15,031 (14,284 physical), according to the Official Charts Company, seeing off competition from The Essential Michael Jackson (No.2, 12,812 sales).
Speaking in the aftermath of the triumph, Great Valley Music Group's Goodwin said his overriding emotion was one of relief.
"I think anyone will say that major album campaigns take it out of you, but when you’re consistently pushing for that top spot, you have to get the afterburners on," he said. "It also feels overdue! It’s been a long time since the last race in 2024, so to come back with a bang feels great."
The campaign also saw The Reytons lean into their distinctive music-and-football crossover, with limited-edition football shirts released alongside the album’s various formats, including a podcast edition recorded while the band toured the US.
The four-piece have become known for their football-focused marketing, from their annual football-shirt releases to a 2024 stunt that saw Gary Neville jokingly audition to become the band’s bassist.
We’re not just a band releasing independently, we are essentially running an independent label and funding it all ourselves
Rich Goodwin, Great Valley
For MMF Accelerator alumnus Goodwin, the push for No.1 required a relentless effort across the board.
"We’re not just a band releasing independently, we are essentially running an independent label and funding it all ourselves," he said. "Building a team that works for you has been important, whether that be me, Jonny [Yerrell, singer] and Caitlin [Bratby, management assistant] in our office, the fulfilment team at Proper Music Distribution or our ads team at Soma.
"It’s also been pleasure to build such a strong and meaningful connection with our fans over the years and that shows best at times like this when their loyalty and fierce passion is evident for all to see."
Drew Hill, MD of Proper, added “The band went above and beyond to engage their fan base – running competitions, creating personalised cassettes, and releasing multiple variants, including a £30 vinyl of which £5 went to a Rotherham hospice. Proper provided the infrastructure for The Reytons to realise these incredible ideas, speaking to management every day.
"Nearly 90% of total physical units were sold via D2C – with all web sales routed through our D2C platform and shipped from our Dartford warehouse. It goes to show that a well-oiled, independent campaign built on fan engagement and grassroots connection can catapult an artist to the top of the UK charts.”
Since dropping their 2021 debut Kids Off The Estate (49,484 sales, OCC) via Scruff Of The Neck, The Reytons have released all subsequent records independently.
Follow-up What's Rock And Roll? (28,916 sales) topped the charts in 2023, while Ballad Of The Bystander (28,311 sales) peaked at No.2 the following year, missing out on the top spot by a whisker.
"We’ve self-released every album, so it’s becoming second nature at this point," said Goodwin. "I think the best aspect of it is the freedom to do what we want, when we want. We can make calls based on what we feel is right, rather than having those decisions hindered or blocked by a label. A prime example is the record we released alongside Bluebell Wood Children’s Hospice – from idea to announcement, I think it was 24 hours and that resulted in £10,000 being raised for a charity that does amazing work in our community."
Goodwin said the band's independent status does not make them "anti-industry", but argued they have had to find their own ways to reach audiences after failing to secure national press or radio support for the campaign.
"When the industry rejects you, you have to build your own," he said.
We’ve never encountered a band with a more formidable combination of talent, work ethic, marketing genius and sheer determination
Max Odell, Max Music Publishing
Max Odell, CEO of Max Music Publishing (MMP), which has worked with The Reytons since 2023, also praised their latest chart-topping feat.
“In the four years we’ve had the honour of publishing The Reytons, we’ve never encountered a band with a more formidable combination of talent, work ethic, marketing genius and sheer determination," he said. "Above all, they are exceptional songwriters and storytellers, with an extraordinary ability to capture their community and where they come from.
"After coming so agonisingly close at the final hurdle with Ballad Of A Bystander, nobody could be more deserving of a second No.1 album. It is entirely their achievement, and we’re enormously proud and honoured to work with them.”
MMP is the publisher of The Reytons, with Universal Music Publishing Group (UMPG) UK providing administration services.
The Reytons' world tour hits the UK & Ireland in October, with stops including Cardiff's Utilita Arena, London's Alexandra Palace and Manchester's Co-op Live, prior to dates in Japan, Australia and New Zealand to close out 2026.
"We can’t wait to get back out there and keep proving people wrong," added Goodwin.
PHOTO: Owen Peters Photography
