Blood Records Boxing Day special campaign added an (unfortunately and coincidentally-named) 'corona-effect' variant to the album campaign for Manchester's 'Pale Waves' sophomore album 'Who Am I?'. Limited to 500 copies the record sold out in less than four hours ahead of its February release date.
Led by front-woman Heather Baron-Gracie the four-piece stormed to the centre of the scene in 2017 after signing to Dirty Hit and releasing massive debut single 'There's A Honey' and album 'My Mind Makes Noises', which charted at Number 8.
The upcoming work 'Who Am I?' was recorded in LA with Rich Costly (Muse, Foo Fighters, Sigur Ros) though the band were forced to return to the UK and finished the record via online session as the pandemic hit. As complex as completing an album transatlantically may sound, the subject matter often sounds fitting.
As the band puts it, it's an album that's about "inspiring inclusivity, self-discovery and the notion of being whoever the hell you want to be", drawing on Heather's experiences of depression, distraction and feelings of darkness. "For me," she said, "music and art is for people not to feel so alone and isolated... I want to be that person my fans look up to and find comfort in."
The album perfectly references notable 90's rock, pop-punk and even elements of grunge. New single 'She's My Religion' is the latest offering from the LP and comes alongside a video celebrating LGBTQ+ relationships.
Though the Blood Records variant is sold out this is an unmissable album that will no doubt still be gracing a litany of 'best of' lists at the close of 2021.