'The extraordinary height of success': LAB Records and ADA disclose the strategies behind The K's chart-topping achievement
In a remarkable achievement, the independent label LAB Records, based in Manchester, and their distribution partner ADA, have secured the No.1 chart position for The K's album "Pretty On The Internet." This success doubled the sales of their debut album, demonstrating the power of a well-executed campaign.
The album, released in conjunction with ADA, has been a labour of love for everyone involved. Alice Frost, General Manager at ADA, paid tribute to her colleagues Howard Corner (Managing Director), Sophie Benjafield (Marketing Manager), Nick Sheldon (Senior Streaming Manager), and Emma Camfield (Senior Label Manager) for their significant contributions to the success of "Pretty On The Internet."
The team's efforts have been rewarded with impressive growth. The streaming growth on "Pretty On The Internet" year over year is something they are proud of. Moreover, the team is seeing incredible growth in songs from the first album, such as "Hoping Maybe" and "Chancer," and hopes this will continue for "Pretty On The Internet."
The success of "Pretty On The Internet" is a testament to a multi-format release strategy. The album was released across digital download, CD, 12" vinyl, cassette, and streaming platforms, maximizing accessibility and sales channels. Being the best-selling vinyl album that week suggests a targeted effort to capitalize on vinyl collectors and audiophiles, likely supported by ADA's distribution network.
"Pretty On The Internet" was also the most downloaded album of the week, pointing to effective digital promotion and user engagement, possibly including online campaigns, social media, and playlist placements. The band's rising profile since their debut album, which reached #3 on the UK Albums Chart, helped build momentum for their second release.
Releasing the album when it could "outperform major competition" implies strategic release date planning facilitated by the label and distributor to favour a No.1 entry. The hometown pop-up shops were another significant factor, having a significant impact on the album's success.
Mark Orr, co-founder of LAB Records, expressed confidence in the band's ability to far surpass the chart performance of their debut album. The sales figure of "Pretty On The Internet" comprised 12,512 CDs, 10,103 vinyl albums, 430 cassettes, 1,080 digital downloads, and 907 sales-equivalent streams.
The album contains 12 new songs by the four-piece band The K's. The No.1 chart position of "Pretty On The Internet" proves that with a small but talented team, independent labels can compete with anyone. The campaign saw a huge step up on social media, ad strategy, and physical retail.
The picture above shows members of The K's, LAB Records, LAMA Management, ADA, Solo, Halestorm PR, and more, celebrating this monumental achievement. As the band continues to tour and grow their fanbase, the goal now is to ensure that "Pretty On The Internet" has a long lifespan beyond its initial chart success.
Independent labels, such as LAB Records, can compete with major entertainment entities in the music industry, as demonstrated by the success of The K's album "Pretty On The Internet," which reached the No.1 chart position. Celebrities, like Alice Frost, General Manager at ADA, have paid tribute to their teams for their significant contributions to this achievement, including their efforts on social media, ad strategy, and physical retail.
