Client: Creation Records
PR Team: In-house
Campaign: Launch of the Oasis album Be Here Now
Timescale: June - August, 1997
Since its release in 1995, Oasis’ album What’s The Story (Morning
Glory?) has sold more than 12 million copies worldwide. During this
time, UK media interest in the band has been almost insatiable.
The Gallagher brothers have been the subjects of a continuous stream of
tabloid stories, ranging from reports of the usual rock ’n’ roll wild
excesses and band break ups, to tales of lads who just loved their
As a taster of their new album Be Here Now, the track D’You Know What I
Mean? was released as a single in July 1997. This went to number one in
the charts. As a result, fans and the media had high expectations of the
long-awaited release of Be Here Now, on 21 August.
To turn the agenda away from the soap opera that surrounds Oasis and
sell the album on the validity of the music.
From June, Creation Records set up a series of interviews with top UK
music magazines. To coincide with the release of the first single from
the album, on 12 July, NME magazine carried an eight-page interview with
Noel and Liam Gallagher. This covered topics ranging from marriage and
press intrusion, to the creative process.
The August edition of rock magazine Select was headlined ’The Oasis
Issue’, with 30 pages of interviews and pictures of the band. Similarly,
September’s Q magazine ran an album review, an interpretation of each
track by Noel, and his lengthy diary of the band from February 1996
through to July 1997.
Also, in the week of the album launch, a solo interview with Liam
appeared in the Telegraph Magazine.
For security reasons, Creation’s marketing operation imposed unusually
strict controls on reviewers, retailers and record stations for the week
before the launch - insisting, for example, that stores sold first
copies of the album at 8am on 21 August, rather than immediately after
Coverage of the album’s release concentrated on Creation’s measures to
prevent bootlegging. The media viewed it as a sophisticated marketing
ploy and carried stories of embargoes, bans and journalists signing
confidentiality agreements. However, reviews of the album were
favourable across the board - the Observer hailed it as a ’triumph on an
epic scale’. UK sales currently stand at over 1.7 million copies and the
album has gone five times platinum.
Coverage in the mainstream music press, helped to move interest back to
the music and the hard-edged rock ’n’ roll image that sells records and
succeeded in shifting at least some of the focus from Noel and Liam’s
However, it is difficult to judge who was more responsible for the
massive hype surrounding the launch, Creation or the UK press.
Nevertheless, the huge interest helped shift a record three quarters of
a million copies of the album in the first three days of release.
By the end of 1997 the album had sold over six million copies worldwide.