A&E / MARBLE ATTIC


PARLOPHONE
7
07.03.2011

MP104


New

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Morning Parade hail from the Essex satellite town of Harlow and they know the pleasures and frustrations of towns like that better than most. As Steve explains of the town, which is still struggling to adjust to the decline of its manufacturing base,“Harlow’s like a weird bubble where no-one really enters and no-one really leaves.” Harlow isn’t quite Royston Vasey from The League Of Gentlemen, but the point still stands. Solace of sorts came in the town’s one live music venue, The Square where Steve and Phil were gradually joined by three friends, who would become their bandmates in a nascent band scene. But even there they felt like outsiders. Like any youth movement through the ages, the kids of Harlow fell into two camps, the mainstream ‘townies’ and the skate-punk ‘grebos’ with little room for anyone inbetween. And of course, inbetween was exactly where they found themselves. What followed was years in identikit rock bands and years of thankless day jobs ensued. But it was what they did with their weekends, during the overspill from the nineties rave era, that would point them in the direction that would lead them to where they are now. Chad remembers, 'Round here there was a new thing to do. Playing guitar was fun but on a Saturday you wanna go and get smashed and that is where the music imprinted itself on our souls. It was a different kind of euphoria.' So acts like Daft Punk and Aphex twin were to make a profound impression on the fivesome. The live instrumentation of guitar music with the escapism and euphoria of dance were to combine to define Morning Parade's sound. It’s safe to say they got there in spectacular fashion. ‘A&E’ is the first song where they cracked it so it stands to reason that this will be the song that launches them onto the national stage. Yet while it’s powered energetically along by 4/4 dynamics, this is no ‘new rave’ fantasia. Lyrically, like all their songs it’s rooted in the world they know, about everyday scenarios and the people around them with a quest to elevate the normal to the fantastical. Even their band name was inspired by their surroundings. On returning bleary-eyed from the forest raves of their teens, they would be struck hard, possibly giggling, by the contrast between those party hordes returning by tube in the opposite direction of those on the commuter belt. Chad remembers,“Whether it’s the people on the way to work or the social aftermath, you’re always in this morning parade.” 'A & E ' will be available digitally and on 7'. The digital bundle will feature the b-side 'Marble Attic' as well as remixes by Millions Like Us and Dash Berlin Morning Parade are set to be one of the most exciting breakout guitar bands of 2011. Tipped across the board in the polls for 2011, the band are about to embark on their first ever headline tour. Dates as below. 'They have a knack for writing big radio-friendly rock songs' - Music Week 'These guys are going to be huge' - The Fly 'If 2011 is set to see a brand new wave of British guitar bands, then Essex quintet Morning Parade stand a good chance of riding the crest' - The Metro 'One band who look certain to succeed' - The Sun 'What do you get when you fuse anthemic indie rock with contemporary, electronic, dance elements. The answer, one of the most exciting sounds of 2011.' - i-D Online 'Sky-scraping melodies, flitting electronics and ocean-sized guitar riffs and with what's apparently one of the best live shows in the game, we expect Morning Parade to rock a lot of faces off in the months to come.' - Neon Gold Blog Additionally, these guys have been recognised as one of T4's Rising Stars of 2011 and the XFM Band for 2011. PROMOTIONS Radio Absolute B-List x 12 R1 x 1 R2 x 1 6Music x 1 Q Radio up to A-List x 16 ILR x (N/A) A-0, B-0, C-0 National Press Tips Mirror, The Sun, The Star, Metro OTW piece run, Star Mag OTW, Mizz OTW, Music Week OTW Out now – Who’s Jack feature, RWD feature To run Daily Star great live review, The Fly live review to run in Feb, Disorder feature to run, Flipside single review, Digital Promotion - MTV have hosted the video exclusive for AplusE. We have promotion on the main flipper which sits alongside their Ones To Watch for 2011. Promotion also included coverage on their twitter and facebook profiles. - Dazed Digital also ran their RISE feature on the band – music hompeage coverage gained and promotion on their twitter. - Live reviews have run from Water Rats show on The Ruckus and reviews to go live on Entertainment Focus, Gigwise and Subba Cultcha. - Additional blog coverage this week on Tune Blog, Big New Tune and Sounds Like Blank. - Music Review Podcast have also run a news story on tour dates. MARKETING Digital Marketing: - Facebook Fans up over 1,000 in the past 10 days. Our Peer-to-peer messaging campaign is having its effect. - UTS videoplusstatic over 76Kplus plays (adding in Vampire Diaries versions over 125 K views) - Skins/E4 Tour Facebook Promotion Running w/c 04/01 - Digital Promotion Kit serviced to all Q1 Tour promoters - Gigwise hosted an exclusive A&E BTS went live 14/01 - Myspace hosted an exclusive of Webisode 1 went live 14/01 - Facebook Street Team promotions starts 10/01 - PS3/Vidzone – Ones To Watch promotion – 3 week Christmas/New Year promotion generated over 30 K views (16/12 – 06/01) - New Site launched over Christmas, Visits, Page views and time on site all up 75percent - Last.Fm – Powerplay campaign starts w/c 10/01/11 - A&E Video exclusive MTV.co.uk on 18/01 - Facebook / Youtube / Silence Media MPU Campaigns in place.

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