Spandau Ballet's Gary Kemp shares his concerns with the state of touring and how labels 'rely on artist's social media' to sell them

15 May 2025 - Press release

Spandau Ballet's Gary Kemp shares his concerns with the state of touring and how labels 'rely on artist's social media' to sell them, in a new podcast released today

 

• Following on from the successful launch of his new album ‘The Destination’, Gary Kemp discusses financial barriers around touring it

• Gary reveals that social media is now more important than ever for artists, and the issues they could face if they neglect it

• The former Spandau Ballet songwriter, guitarist and backup vocalist also opens up about his passion for the theatre

 

Gary Kemp, guitarist, backing vocalist and lead songwriter for 80’s chart toppers Spandau Ballet has voiced his concerns with touring, how social media is the key to cracking the music industry in 2025, and his love of theatre acting. 

The insights came as Gary spoke with host Chris Difford - a founding member of the band Squeeze - for the latest episode released today in a new, fifth series of the podcast I Never Thought It Would Happen, from the charity Help Musicians.  

In the episode, Gary explains his worries over the viability of touring in the current environment, which is seeing huge numbers of music festivals, tours and shows cancelled due to rising costs and ticket prices. Gary explains that to account for rising costs he ‘no longer builds a song with a band in mind [to play alongside him]’. Covering his thoughts on touring his own new album, he admits that touring is ‘a big expense’, continuing with ‘I’m not even sure what size venues I can play [nowadays]. I don’t know what I can afford, and if it would just be me blowing £100,000 on something to give me pleasure.’ This reflects increasing touring cost pressures across the entire music ecosystem.

Regarding his expectations for his new album ‘The Destination’, Gary accepts he ‘won’t break the charts’ anymore, but that his new record ‘will be around for a long time’ so he doesn’t feel the need to chase a number one. 

In recent years though, the process for marketing an album has changed, especially amidst a rise in social media - something which Gary laments. During the episode, Gary warns all artists that ‘they [record labels] rely on your social media, and the numbers really do count. So, if you’re an artist that’s ignored theirs, it’s difficult for a record label to know how to truly sell you.’

There are also pressures stemming from fans too, especially on social platforms. Speaking candidly, Gary talks about fans demanding more from their favourite artists, saying ‘what people want [now] is the warts and all. They want [to see] behind the scenes all of the time - but how far are you willing to go?’. 

Continuing to reflect, he draws contrasts from his own childhood experiences, ‘back when I was a kid, I didn’t want to know what Bryan Ferry’s kitchen looked like [...] or David Bowie’s. You wanted them to have mystique.’

On the subject of the importance of mental health, Gary talks openly about his own struggles, after he approached ‘this album in the worst mind space that I’ve ever experienced.’ He attributes this to coming out of the Covid lockdown and ‘my parents dying within four days of one another’. 

But, as for many, writing music is one of his own popular outlets for relief, as Gary explains 'writing was the only thing that was therapy [for him].’

As well as performing alongside his brother Martin in Spandau Ballet for years, Gary famously appeared alongside him in the 1990 biopic ‘The Krays’, where they played the infamous twins. When asked about that side of his career, Gary covers his passion for theatre, having appeared in a number of Harold Pinter plays in recent years. On that he said, ‘[in theatre you have to] rely on each other, and that musicality you have. The timing is so important and you can’t let anyone down.’ Both men have also paved the way for Martin’s son Roman, who is now a famous television personality and radio host in his own right. 

The revealing podcast series from Help Musicians is presented by one of the charity’s ambassadors, Chris Difford, and has previously featured many big names, from legendary artists like Bryan Adams, Andrew Lloyd Webber, Sting, James Blunt and Robbie Williams through to contemporary superstars like Olivia Dean and Yungblud. 

Help Musicians is a charity that loves music so it supports musicians across the UK in times of crisis and opportunity - ensuring musicians across the UK can achieve their creative potential and sustain a career in music. Sister charity Music Minds Matter puts mental wellbeing centre stage in music by providing everybody who works in music with the early support, knowledge and tools they need, at exactly the time they need them. Find out more about Help Musicians’ services, or to make a donation to support its work, on the website www.helpmusicians.org.uk

 

The full podcast episode is available to listen to at all the major podcast providers now, with further episodes being released weekly. https://audioboom.com/posts/8717932-intiwh-gary-kemp