'It's connected really quickly': Island's Louis Bloom on the rise of Post Malone

'It's connected really quickly': Island's Louis Bloom on the rise of Post Malone

Island Records president Louis Bloom has spoken to Music Week about the "meteoric" rise of Post Malone.

In the latest issue, Bloom opens up about Post Malone's new LP and collaboration with Ozzy Osbourne

The US rapper has scored his second consecutive UK No.1 album in 16 months. Hollywood's Bleeding (Republic/Island) opened at the summit with sales of 33,728, according to the Official Charts Company.

In line with other American hip-hop stars, streaming-equivalent albums were a high proportion of sales (87.3%). But first week sales were actually down on 2018's Beerbongs & Bentleys, which opened with 43,190 sales.

"We are 100% on course with where we want to be and it's not going anywhere," said Bloom.

It’s been fast and connected really quickly here

Louis Bloom

Part of that sales lag was probably down to the short lead-time between the initial announcement and release of the record.

"We were told it was coming [but] it was being recorded until the last minute," said Bloom. "It was on deadline day it came. Things can move very quickly, but we've had enough time." 

While Bloom noted that Post Malone "doesn't do lots of promo", the rapper did stage a playback at a Soho cabaret club with an outdoor smoking area.

"He had a cigarette in one hand, a beer in the other, he was playing the music," said Bloom. "He had the audience in the palm of his hand. He is the most charming person you will ever meet, but he's got this edge to him at the same time." 

Post Malone currently has all three of his albums in the Top 60, while Circles is leading the impact on the singles chart at No.5.

"He came over in 2015, when he had the White Iverson tune," recalled Bloom. "Immediately, specialist radio was on board and it began to cross over. It's been fast and connected really quickly here. He's not done a TV show yet. It's the music that's doing it and is connecting, and his personality and vocal are unbelievable."

Following arena dates earlier this year, Post Malone co-headlined Reading & Leeds Festival.

"We're looking at a tour next year," added Bloom.

To read the full interview pick up the latest issue - or subscribers can click here. To subscribe and never miss an industry story, click here

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