Taken from this week’s Future Pop mailer. Click here to subscribe.
Oh Wonder are a London-based male/female singer-songwriter duo, who’ve shown how a simple, smart digital marketing campaign can get an unknown new act noticed, without a big spend or powerful label behind them. They are uploading one song on the first day of each month for a year, and so far they have all been no.1 on Hype Machine. They plan to release their debut album in September, a year after they began. Sticking to a plan and being public about it has worked so well that they’re now tipped to be signed very soon. Their music is nice (comparisons include London Grammar), but not hugely distinctive, so they had to take a different approach in order to stand out. Dazzle is their poppiest track but All We Do is perhaps the best known, as it entered the Shazam pre-release top 20 after being played on Made In Chelsea. They’ve kept their identities secret so far, but (spoiler alert!!) I saw one YouTube commenter plausibly suggesting they are previous Future Pop featured artist LAYLA (who has released music under several different pseudonyms) and her regular collaborator Ant West, formerly of Futures.