“They didn't want to put a huge amount of their marketing spend into driving,essentially, multi-format D2C. “But it’s also about the broader economics of having to chart a record these days,” he explained. Schaverien described their streaming focus for Two Door Cinema Club ’s fifth album as a “creative decision” that will open up new music drops throughout the campaign. The label roster also includes Maximo Park and Circa Waves, as well as emerging acts. Lower Third, previously called Prolifica, is now in its fifth year in partnership with PIAS. “It was much to the bemusement of our partners in North America, Glassnote, who are obviously wanting more traditional retail to be involved, but they can’t,” noted Schaverien
“We thought it was a good marketing exercise, and it would add value to the vinyl product.” “You cannot ever repress it again,” said co-founder Stefano Anselmetti. We’ve had a lot of questions about the limited edition vinyl and if it will ever be re-pressed so to be super clear….it won’t EVER be available again on vinyl once these 5000 copies have gone. The band filmed themselves in protective gear melting down the masters in a furnace.
The label bosses believe that the vinyl edition of Keep On Smiling is set to be particularly prized by fans. Their biggest seller is 2012’s Beacon (Kitsune) on 321,015 sales (including 94,690 physical copies). False Alarm peaked at No.5 in 2019 and has sales of 23,314 (including 11,987 physical copies), according to the Official Charts Company. Two Door Cinema Club have made the Top 5 with their last three albums.
“They've managed to bank a huge amount of amazing music, it was more about how we strategically get that out into the market over a long elongated campaign, alongside the live campaign.” “So it was an interesting conversation, but essentially they don’t want to do that dance. “I don't think their egos particularly needed a very high week one chart position,” said Colin Schaverien, co-founder of the Lower Third label and management arm Prolifica Inc. Keep On Smiling (Lower Third) will be released first digitally on September 2, followed by the vinyl LP on November 4. Posting on social media, Two Door Cinema Club confirmed to fans that the vinyl would not be pressed again after the run of 5,000 copies for the world had sold out. The band have gone so far as destroying the masters to their new album, Keep On Smiling. Two Door Cinema Club have taken a stand against the rush for week one chart sales by abandoning multi-format editions and outstore gigs.
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