From IQ:
Long-term agent Martin Hopewell, Primary Talent's Charlie Renton, promoter AAA & Troxy unpack the seminal band's latest chart-topping feat
By James Hanley
The Cure’s touring team have spoken to IQ about live’s integral role in the multi-pronged strategy that helped the band’s first studio album in 16 years top the charts across Europe.
Songs of a Lost World reached the summit last week in most major European markets, including their native UK where it outsold the rest of the top 20 combined.
The LP – which gave the Robert Smith-fronted band their first UK #1 since 1992’s Wish, and their first ever chart-topper in several other countries – dropped via Polydor on 1 November. The promotional campaign included two solid days of Cure content and interviews across BBC channels between 31 October and 2 November (lead single Alone also premiered on Mary Anne Hobbs’ 6 Music show on 26 September).
Central to the coordinated approach, the group performed two world exclusive live sessions for BBC Radio 2 In Concert and BBC Radio 6 Music on 30 October, followed by a global livestream from the 3,100-cap art deco East London venue Troxy on the day of release.
Charlie Renton of Primary Talent International tells IQ how the Troxy show, which has attracted more than 1.7 million views on YouTube, came together.
“Robert got in touch with us towards the end of the summer saying he had a confirmed album release date, could we find a relatively small venue ‘with character’ to put on an album launch show on the release date which would be livestreamed,” says Renton.
“Not having a huge amount of lead time on this, we were so lucky to get Troxy to move a few dates around for us! It really worked out well being such a beautiful venue and so well set up for the filming too.”
Pete Wilson of promoter AAA Entertainment reveals the event was just three months in the making.
“At the back end of July, we got emails from Primary asking us what we could find for a livestream on 1 November,” he says. “After a series of calls and emails over the next 48 hours, we set about seeing what might be available in London and Brighton at around 1,000 capacity.”
Wilson explains that from an original list of 30 venues, it quickly came down to a handful.
“It needed to be a venue with character, have the facility to park nine trucks and a facility to house a 10-camera shoot,” he continues. “Eventually, the Troxy was the optimum choice and we set about trying to clear pencils. This, with the relief of all concerned, was achieved.
“To create an event with a live vibrant fanbase, media and guests was a challenge, but it happened.”
Tickets for their BBC Radio 2 In Concert set were allocated via a free ballot, while the Troxy gig went on sale via Dice, with the band maintaining their well-documented low price, anti-scalping stance. Applications for each night stretched well into six figures.
“The main focus was that we needed to make sure the tickets went to real fans – especially due to the show being livestreamed,” notes Renton. “As it was the album launch show, it was set up so fans pre-ordering the album would get a code to enter the onsale.
“Robert wanted it to be a very reasonable ticket price, with no dynamic pricing and any fees to be made absolutely clear from the very start of the buying process. The final £50 ticket price ended up including a £1 charity donation to War Child, too.
“Troxy was already partnered with Dice, which was really helpful with its pricing clarity and anti-tout set up.”
Simon Eaton, head of live at Troxy, elaborates: “In order to have the opportunity to purchase a ticket, customers were first required to preorder the band’s new album Songs of a Lost World, in order to obtain a one time use code. Once on sale, the code allowed fans to purchase a maximum of two tickets per person which could not be sold or transferred to another person, with ID required on entry.
“Messaging was explicitly clear from the outset: if it’s not been purchased on Dice, it’s not a legitimate ticket. The few that did appear on Viagogo for extortionate rates were forgeries, sent cease and desist letters and removed immediately.”
Moreover, Eaton hails the concert as “three hours of solid beauty”.
“None of this could have happened without Robert Smith, who deserves a very special mention,” he adds. “It’s rare to never that artists get involved directly, we usually only deal with their background teams. He was there right from the start, a breath of fresh air.
“His decision to not only have the show streamed globally, but to make it available to all for free is unprecedented, given the potential revenue stream if it was charged. He oversaw the merch which was made specific for the night, with the date and venue printed on, badges were given out as freebies to everyone on entry. These are things that don’t happen every day and something that will stay in the memory for a long time to come.”
More than 45 years after forming, The Cure have enjoyed a huge surge in popularity and keep getting bigger with every outing. In 2023, they achieved the highest-grossing tour of their career, with their 30-date North American tour selling 547,000 tickets for a gross of $37.5 million.
“The Cure have always been unique,” says long-term agent Martin Hopewell. “Most bands become big and then either implode or spend years trying to maintain that level, but The Cure have just continued to build – without ever compromising or shifting styles to match whatever else was going on at the time – and you’d have to say that much of the reason for that has been their live performances.
“The fact is that they’re a bloody good band and they consistently deliver some truly epic live shows. The success of this new album – and the coordinated campaign to launch it – is obviously very exciting for all of us and I’m really thrilled for Robert and the rest of the band. They deserve everything they get.”
Smith recently told Radio 6’s Matt Everitt that the band have another LP “virtually finished”, with a third new record also in the works. He also elaborated on their future touring plans up to their 50th anniversary in four years’ time.
“We’ll start up again next year,” said Smith. “Seriously, I have to finish the second album. We were going to play festivals next year, but then I decided that we weren’t going to play anything next summer.
“The next time we go out on stage will be autumn next year. But then we’ll probably be playing quite regularly through until the next anniversary – the 2028 anniversary!”
