Virgin EMI president Ted Cockle has told Music Week that Florence Welch is “over the moon” at the Hyundai Mercury Prize nomination for her new album.
High As Hope is the third Florence + The Machine record to receive a Mercury nod, though Welch has never previously won the prize.
“She’s over the moon, it’s important to her,” said Cockle. “She’s delighted with the nomination. Although she looks amazing and is glamorous, she’s always concerned sometimes that the fact she writes the records [is not fully acknowledged]. She kind of A&Rs herself and the fact that she co-produced this record, it does mean even more to her.”
Debuting at No.2, High As Hope spent five consecutive weeks in the Top 10 and has sales to date of 68,591. It’s still in the Top 20, according to the latest Midweek Sales Flash.
“It has stuck incredibly well and its performance around the world has been great – it’s lovely when you’re seeing a No.1 album in Belgium,” said Cockle.
As well as the increased profile from the Mercury Prize nomination, the album will get a further boost from live activity including two O2 Arena dates in November.
“Being on stage is the ultimate manifestation of her craft and we have the tour in the UK at the end of the year,” said Cockle. “She’s now got a touring base that is phenomenal in most countries around the world.”
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