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Friendly Fire

Artist: Holly Humberstone
Label: Polydor
Impact date: Out now
ROTD featured date: Wednesday 1 December 2021

We say

Kickstarting our Ones To Watch 2022 is the Grantham-based singer-songwriter, Holly Humberstone. Since bursting onto the scene at the start of 2020 with the fantastic Deep End, the 21 year old has seen her star rise with each consecutive release, culminating in her last release, her second EP, The Walls Are Way Too Thin. Her guitar-based brand of dark, wonky pop has drawn acclaim from numerous tastemakers, including the likes of NY Times, i-D, Guardian, Clash, the Line of Best Fit, NME, BBC Radio 1, Apple Music 1, KCRW, Triple J, Spotify and Apple Music, to name just a few. Over that time, she has amassed over 200m combined streams, was no.2 on BBC Sound of 2021 and been tipped by Amazon Music (One To Watch 2021), Apple Music (Up Next Artist 2021), Vevo (DSCR Artist to Watch 2021) and YouTube (Artist On The Rise). Plus, we also named her brilliant track Overkill as our Record of the Year in 2020. More recently, she has been named as an Ivor Novello Rising Star Award nominee and yesterday (30 November), added a BRITs Rising Star nomination to her many credits. While Matt Healy, Lorde, Ashnikko, Phoebe Bridgers, Camila Cabello, Finneas, Lewis Capaldi and Glass Animals have all come out to sing her praises too. We love her sound and songwriting and believe 2022 will be a massive year for this talented young artist and one in which she will bewitch many more listeners across the globe.


Label: Helen Fleming, Polydor
Publishing: Universal Publishing 
Radio: Liv Whitton, They Do
Press & Online: Elspeth Merry, Artists Way
TV: Claire Close, CCTV
Live: Hayley Leaver & Angus Baskerville, 13 Artists 
Management: Josh Sanger, Deep End Management/Closer Artists

Submit your music

We are always looking for future hits and stars - signed and unsigned. To submit music for consideration please send an email with a link to one track and some info to Kevin Marston.

Unfortunately we can't respond personally to all submissions, but we do listen to everything.

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