An innovative D2C model has propelled Mike + The Mechanics to their first Top 10 album in more than two decades.

Let Me Fly charted at No.9 earlier this month, selling 8,300 copies in its first week on sale. Close to 2,000 of those sales came via a platform developed by D2C firm Townsend Music, whereby cards with £10 promo codes were sold as ‘the album’ during the band’s recent 32-date UK tour.

Alistair Norbury, EVP, international recordings of the ...