London Grammar admits that the COVID-19 pandemic has been a ‘gift’ to them.
The ‘Strong’ hitmakers, which include Hannah Reid, Dan Rothman and Dominic ‘Dot’ Major, released their third LP ‘Californian Soul’ just last year, but have been at their ‘most prolific’ in recent years due to the lockdown period hampering them to hit the road, so we’re almost done working on the next record.
Hannah said: “Pandemic has been such a gift to us – we’ve just finished our third record so we’ve been able to jump right back into it and we’ve probably been the most prolific band we’ve ever been.
“So we have the fourth album, which I really love, and it’s almost finished.
“We plan to finish it at the end of the year or early next year, and hopefully it won’t be too long after we can release it.”
Hannah admitted that it might be “difficult” to keep fans engaged 10 years down the line, especially as she and her bandmates are “not very good” at social media.
She exclusively told BANG Showbiz: “It’s crazy to think it’s been 10 years, but I just feel so grateful. I think the industry has changed a lot in these 10 years and I’m very grateful to the fans who have stuck with us.
“There’s always room for tracks to really connect online, but what’s hard now is creative longevity and how you build on moments like that to keep the momentum going because people have short attention spans now.
“It’s hard if you’re from the group that’s not very social media-savvy, doesn’t use TikTok, and doesn’t do well on Instagram. It’s hard to get fans interested, but we’re doing well!
“I think there’s a lot of pressure on social media. It’s kind of an interesting topic because it seems like Instagram is about image, but I feel like that image has always been associated with the music industry. Look at people like David Bowie and all the greats.
“So it’s not necessarily a bad thing because you can express yourself on these platforms and really interact with the fans, but I think some of the artists — myself, Dan and Dot — have the power to focus on the music , and not much energy to do anything else.”
London Grammar headline the South Facing Festival on Friday (29/07/22) night. Running until August 7, the event will also feature headliners from Jungle, Bombay Bicycle Club, Richard Ashcroft and Becky Hill.
For South Facing Festival tickets go to southfacingfestival.com.