'This record will sell for years and years': ADA's Dan Chalmers talks building on Stormzy's BRITs win

'This record will sell for years and years': ADA's Dan Chalmers talks building on Stormzy's BRITs win

Stormzy ended up “owning the show” at the BRIT Awards, Dan Chalmers has told Music Week.

Speaking in the latest issue, the president of East West, Rhino and ADA, said the the grime star’s debut Gang Signs & Prayer is set for a big boost from the double win at the ceremony. As well as making an impact with his closing performance, Stormzy took home trophies for British Male Solo Artist and Mastercard British Album Of The Year.

The album, released by the rapper’s #Merky label in partnership with Warner’s ADA, increased sales by 89% week-on-week as it returned to the Top 10. It has OCC sales to date of 302,155 and is moving up the charts this week.

“The win now opens up a lot more opportunities this year and a chance to extend the life of this record,” said Chalmers. “He’s obviously incredibly motivated and looking forward to the future and his next project too.

“We’ve had an incredible year with him and he’s been fantastic across the various live platforms and TV shows. But this point will really open him up to a new level and a brand new market – I fully expect the record to go from strength to strength.”

ADA is behind the global distribution and Chalmers said the BRITs would “cause shockwaves outside the UK”, as well as helping the album reach “different demographics” at home. Atlantic has taken over marketing following the label’s JV with #Merky.

“The BRITs, that sort of performance and a win of that level really is a chance to captivate the entire market, young and old,” said Chalmers. “We’ll look to broaden out the distribution base. This record will sell for years and years to come.”

Subscribers can read the full post-BRITs reaction here.

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