"Transformed public perception": Insights from Tom Grennan's podcast team on its impact
In an exciting turn of events, British singer-songwriter Tom Grennan has been engaging fans with his podcast, You About?, co-hosted with Roman Kemp. This podcast, produced by Insanity Studios and commissioned by BBC Sounds, is available on major DSPs, YouTube, and BBC Radio Five Live.
The podcast has been a significant part of the campaign for Tom's upcoming album, Everywhere I Went, Led Me To Where I Didn't Want to Be. By discussing personal topics publicly, Tom has been building a relatable and approachable persona that enhances fan loyalty and interest in his new music.
John Dawkins, MD of Various Artists Management, who manages Tom, stated that the podcast has helped unlock a new layer of storytelling for the singer. He further emphasized that the podcast is not just about visibility, but about building a genuine community around the artist.
Alice Beal, MD of Insanity Records, added that the podcast has grown Tom's audience and transformed how they perceive him. The podcast has been successful in allowing fans to engage with Tom in a more personal, playful way, creating momentum that's affecting streaming, social media, and ticket sales.
Indeed, Tom's brand partnership with Gillette won at the Music Week Awards earlier this year, and album pre-orders for Everywhere I Went, Led Me To Where I Didn't Want to Be have jumped significantly. The album is due on August 15 via Insanity Records, and Tom's UK arena tour in September is close to selling out.
The BBC's commissioning editor for BBC Radio 5 Live, Richard Maddock, describes the podcast as genuine, authentic, and hilarious. He notes that Tom and Roman have a special friendship and tell amazing stories.
Insanity Studios head of production, Charlotte Mason, states that the project demonstrates Insanity's unique ecosystem in action, with the podcast being produced by Insanity Studios, Tom Grennan signed to their record label, and the talent management division representing Roman.
For those interested in learning more about Tom Grennan, a 2023 cover story is available for subscribers. Tom's previous albums, What Ifs & Maybes and No.5 debut Lighting Matches, have sold 172,682 and 165,363 copies, respectively. However, Tom's most successful album to date is Evering Road, released in 2021, with 247,049 sales, according to the Official Charts Company.
As we eagerly await the release of Everywhere I Went, Led Me To Where I Didn't Want to Be, it's clear that the podcast You About? has played a crucial role in building anticipation and fostering a deeper connection between Tom and his fans.
Celebrities like Tom Grennan delve into the realm of pop-culture through podcasts, such as the entertaining 'You About?'. This project, co-hosted by Roman Kemp, has been instrumental in reshaping fans' perceptions of the singer, fostering a community around him that extends to streaming, social media, and ticket sales.
The authentic and hilarious podcast has been a significant factor in enhancing Tom's brand value, as demonstrated by his album pre-orders and sold-out UK arena tour. It has also played a crucial role in cultivating a deeper connection between him and his fans, making him more relatable and approachable, thereby boosting fan loyalty and interest in his new music.
