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Ash bid to revolutionise industry on eve of final album

Ash

Story by Jack Foley

ROCK band Ash have announced bold new plans to cease releasing future albums in the traditional way.

On the eve of what will become their final album, Twilight Of The Innocents, the band have taken the decision to only release singles in the future.

Known for consistently writing hit singles since the early 90’s (17 top 40 hits, an Ivor Novello award and five Top 10 albums), the band feel it is time to make a stand in the future digital arena by only releasing singles.

Periodically, the band will release compilation CDs featuring the aforementioned singles.

Famously known for their pro-active stance on the internet (the band were the first to cultivate a huge loyal following using their online message board, were the first to use the internet via a fledgling nme.com, to get fans to vote for which tour towns they should play and had the first ever number one single in the download charts), the band feel it is now time to fully embrace the digital future of the music industry.

Owning their own recording studio means that the band will be able to write, record and release their music almost instantly, which means that their fans will then benefit from not having to wait the usual ‘years’ between albums.

At a time when the music industry is in flux and with record sales at an all-time low, marketing music in the traditional sense is becoming increasingly less financially viable.

The band hope that by harnessing the power of the internet and by being more creative in the way their singles are marketed, the record company can maximise sales, increase profits and enhance their already impressive 13 year career.

Commenting on their decision, Tim Wheeler explained: “The way people listen to music has changed, with the advent of the download the emphasis has reverted to single tracks. It hasn’t helped that most people have forgotten how to make a decent album. I’m constantly disappointed with records I buy.

“I believe our new album is the pinnacle of everything we’ve done thus far, and I’m proud that this will be remembered as our last album. The future lies elsewhere and we can have a lot of fun by changing things up. It’s like the Wild West at the moment, a time to take chances and try out new ideas.

“When you’re tied to the album format, you find yourself waiting six months between finishing a record and releasing it. By leaving this behind we can enter a new phase of spontaneity and creativity.

“We have our own studio in New York, we can record a track and release it the next day if we feel like it, give it to people while it’s fresh. We’re the first band to do this , but I very much doubt we’ll be the last.

“We’ve been one of the best singles bands of the last two decades and we’re still younger than a lot of bands on the current scene. I’m excited to push this claim further by dedicating ourselves wholly to the art of the single for the digital age.”

Following the band’s recent return to chart action – the single You Can’t Have It All went Top 20 – Ash continue their aural onslaught with news of a new single and album.

The track, entitled Polaris, is slated for June 18 and is followed by their fifth and final album, Twilight of the Innocents, on July 2.

Find out more about the final album