Debut Chicago Performance
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In the modern world of streaming-dominated music consumption, there are a few standard ways that artists tend to rack up the numbers. They’re either signed to a major label, who have the leverage and cash to get them all up in people’s eye-lines, they’ve managed to nab a lucrative top spot on a New Music Friday playlist, or they’ve made friends with Hugh Jackman and wound up on the still omnipotent soundtrack for The Greatest Showman. Rare, however, is the track that climbs into seven-figure streams just by virtue of being very good. And even rarer still is the occasion when that happens to a virtually unknown indie band.
‘If You Know That I’m Lonely’, the jangling, sepia-tinged and ’60s-inflected bop released by Brighton quartet FUR in the autumn of 2017, however, is currently sitting at over 19.5 million Youtube views.
It’s had no car commercial sync deals and no celebrity endorsement, and its aesthetically-pleasing, Wes Anderson-esque video literally cost “about £100 to make” – likely giving the track the most cost-effective money: stream ratio on the entire platform. “It 100% changed everything,” says singer Murray of the impact of the early track. “It’s not just people saying ‘cool video’ and sharing it; a lot of these people are buying our records and merch and have adopted us as their new favourite band.”