By focusing on physical product and clever marketing, acts are sprinting up the charts
Gary Numan, Mogwai, Maxïmo Park, the Coral, Sports Team, Shame. Not the lineup to a cancelled two-day festival in Kidderminster, but acts who used D2C marketing to land high-charting albums. This ugly acronym stands for direct-to-consumer, and means pushing sales of physical records – often limited-edition – via their official stores and those of indie retailers. Their maxim, to quote Dua Lipa via Olivia Newton-John, is: let’s get physical.
Related: The Guide: Staying In – sign up for our home entertainment tips