From Music Week:
"Robert Smith is beyond passionate": Polydor's Ben Mortimer on The Cure's triumphant return to No.1
by George Garner
It was very much a case of Friday, The UK's In Love for The Cure, as the iconic group and their label Polydor celebrated an incredible charts results day on Friday, November 8.
More than 32 years after their only previous No.1 album, Robert Smith’s band marked an emphatic return to the top of the chart with their 14th studio release – and first for 16 years – Songs Of A Lost World.
Indeed, Polydor co-president Ben Mortimer has told Music Week that even when held against their own lofty expectations, the response from the public has been "overwhelming". Songs Of A Lost World has effectively done seven times the first week sales of 2008's 4:13 Dream, and outsold three of their last four albums' entire lifetime sales in one week.
So, how does it look when broken down?
Well, for one, The Cure outsold the rest of the Top 5 combined, with a stellar opening frame of 51,362 sales (19,838 CDs, 23,182 vinyl albums, 1,219 cassettes, 4,546 digital downloads and 2,577 sales-equivalent streams) according to Official Charts Company data.
First week sales of Songs Of A Lost World are, in fact, the fifth highest on debut for any album in 2024, trailing only Taylor Swift’s The Tortured Poets Department (270,091), Coldplay’s Moon Music (236,796), Sabrina Carpenter’s Short N’ Sweet (89,658) and Billie Eilish’s Hit Me Hard & Soft (67,111).
For further context, let's turn to Music Week charts analyst Alan Jones' breakdown: “[The Cure] also exceed the to-date sales of The Cure’s last studio album, 2008’s 4:13 Dream, which debuted and peaked at No.33 on consumption of 7,360 units, 16 years ago last week, and has to-date consumption of 35,123 units. Songs Of A Lost World’s 597.85% increase on that album’s first frame is due to many factors, including the fact it has been so long since an album by The Cure; the multiplicity of its physical formats (two CD, two cassette and six vinyl); a live stream of their 1 November gig at The Troxy; a BBC Radio Two ‘In Concert’ performance; and the popularity of Songs Of A Lost World singles Alone and A Fragile Thing. The latter track has provided the band’s highest radio airplay chart position – No.26 – for more than 20 years last week, including attracting 59 plays from the aforementioned Radio Two so far.”
Robert Smith wanted to know how much we believed in the record before he'd commit to working with us, so we didn't hear a note until the deal was signed – which was a touch that I loved and respected
On top of this, Polydor have actually secured a chart double this week, with their act Gracie Abrams also topping the UK singles chart with That's So True jumping to No.1 on sales of 40,798.
Here, Polydor president Ben Mortimer, talks about working with Robert Smith, getting the band back to the top, and more...
Before we get into the campaign, what has it meant to you personally to work on The Cure's first new record in 16 years? And what has it been like working closely with Robert Smith?
“First off, I am the hugest fan. Disintegration got me through a tough period in my early teens. I've always loved the band's ability to be so mournful and despairing and marry it with such beautiful melodic pop songs, so it meant huge amounts to me personally to get to work on this. And working with him has been a privilege. Robert is so dedicated to his craft, he's beyond passionate about the band and its legacy. He wanted to know how much we believed in the record before he'd commit to working with us. So we didn't hear a note until the deal was signed, which was a touch that I loved and respected. He is hands on in every part of his business in the most inspiring way.”
The Cure have returned, obviously, to a massively different music landscape compared to the one they operated in with 4:13 Dream. What were Polydor’s hopes and expectations for week one given there's not been a new album for so long, and have the actual sales surprised you?
“I had a feeling it would do well. We're lucky enough to work The Cure catalogue, so are well aware of how well their music streams and across so many generations. But this has been an overwhelming response that in truth we didn't completely predict. But then again it's an incredible record, with 5/5s across the board. As predictable as this sounds, the greatest music always finds its way to people in the end.”
It’s interesting how you achieved the result without a very long pre-order period compared to most albums. What did you have to work with in terms of data/fanbase for the campaign? There's obviously their incredible catalogue too – how have you reactivated that in the run-up?
“Whether intentionally or not, the band have been running the smartest teaser campaign. It would be worthy of a Music Week marketing award! He teased the record was coming years ago. Something he says he regrets, but it created a sense of folklore around the album, and the band have been playing songs from it on tour for several years. Clips have been all over the internet. All of this created feverish demand amongst the fanbase.”
There looks set to be huge international success with the album as well, what role did Polydor play in connecting all the dots globally for that to happen? Did you have any specific territories outside of the UK that you really wanted to target?
“They're huge in Europe, Australia, North, Central and South America. As soon as we told our partners this was coming there was palpable excitement and demand. We zoned in on Germany, France, Holland, and several other key markets, and they've all delivered. It's testament to the power of the global company.”
The Troxy show was another big moment of the launch week, not least because they played the whole album in full. Why are intimate launch shows still so effective in your mind?
“Our partnership with YouTube on the live stream made it possible. And they recorded insane levels of traffic on it. They're a stadium and festival band, so to see them this intimate, was a special experience even for those on the live stream. Playing for over three hours… It was truly my 2024 highlight.”
On top of The Cure, Polydor also have the No.1 single this week with Gracie Abrams. What does that say about Polydor right now in terms of your roster, and your ability to get top results for veteran and new artists alike?
"The Polydor roster is well renowned as one of the best in the UK business. We have long relationships with so many artists whose careers continue to flourish. Lana Del Rey is nine albums in, Michael Kiwanuka is four. The Cure and Snow Patrol recent successes are current examples of how seriously we take career longevity. Gracie's first number No.1 single shows how we are equally committed to the next generation of artists coming through. They are after all the lifeblood of our business."
(Photo, L-R): Ali Tant, Robert Smith, Jim Chancellor, Ben Mortimer, Faye Jordan and Fred Stuart)
