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When The Rain Comes - New Single

Silas
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I'm OBSESSED with the song personally and have been since I first listened.

 

It's soooo good!

 

The performance last night was amazing!

 

The description on their store:

 

‘When The Rain Comes’, the brand new single by Sugababes, is another slice of effortlessly stylish British pop from the band which comes almost exactly 10 years after the release of their critically acclaimed single ‘Flatline’. This special release is a thank you to their loyal fans and supporters ahead of their big London O2 show, on Friday 15th September. The track, written with George Moore (Stormzy, Nao, Yebba), who also produced the track with the group’s live band, and Iain James (Little Mix, Anne-Marie), is the first to be released before their highly anticipated album in 2024.

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I'm OBSESSED with the song personally and have been since I first listened.

 

It's soooo good!

 

The performance last night was amazing!

 

The description on their store:

 

‘When The Rain Comes’, the brand new single by Sugababes, is another slice of effortlessly stylish British pop from the band which comes almost exactly 10 years after the release of their critically acclaimed single ‘Flatline’. This special release is a thank you to their loyal fans and supporters ahead of their big London O2 show, on Friday 15th September. The track, written with George Moore (Stormzy, Nao, Yebba), who also produced the track with the group’s live band, and Iain James (Little Mix, Anne-Marie), is the first to be released before their highly anticipated album in 2024.

Yes! Seems to be the official press release being floated about

 

 

So excited. So far I am impressed by BMG

Interested in what the first day Spotify figures will be for this…

 

Do we think 50,000 WW streams is too optimistic given the fact it was 10th on NMF?

 

The very first Spotify update was 1k+ and now it's at 66.752 so it seems like they did that and more in the first 24h. Very nice, even though this clearly doesn't have the pressure to become a hit.

I’m obsessed. I don’t think we should wait that much from streaming. They still have to work hard to create a bigger audience. Acoustic tracks, remixes, videos, live performances, and pitching the song to playlist owners. I’m sure the label will do that with the first single.
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It was dropped on hours notice for the O2. Don’t think it’s much more than a hype track tbh. It was the perfect accompaniment for the O2 vibes tho.

Kylie's been signed to BMG for her last three albums (Golden, DISCO and Tension) and it's obvious they played the long game with her, building playlist support over those 5 years leading to Padam Padam getting pretty great streaming support, and its follow-up getting a strong debut (her best in 9 years) as a result. I hope they take a similar approach with Sugababes, building up their streaming support over time, because nothing's instant in this day and age (pretty much nobody breaks through with their debut single and any name power Sugababes have is offset by the industry ageism sadly). Will they have a Padam-sized hit? Perhaps not, that took on a life of its own, but if BMG see the potential, they will work for it.

 

I think this bodes well for the album though, and the timing of this single coinciding with the O2 date is a brilliant move. Radio 2 will undoubtedly get on board and they have so much goodwill towards them that everything's starting to fall into place.

I agree, if they try a similar strategy as they did with Kylie it might work.

Outside of padam padam been the big surprise hit I think it's very promising that the week tension debuted at 19 it had done enough alone on streaming to go top 40 which is a huge turnaround for acts like kylie.

Sugababes have a good fanbase so it's a case of trying to make headways on streaming to help.

Their focus with BMG will be on the album. I think we can probably expect quite a few singles before the album drops, as well as the usual tricks to drive up first week sales like multiple formats, individual covers, etc.
Are we listening to the same song? I actually thought the opposite, but I use some hell of headphones. The chorus hits hard!

And the song is simple, but it’s all about the voices and the message. Also, there are some 90s R&B references there. In fact, when they performed it live, I immediately got the TLC’s Waterfalls nod.

 

Is it their best song? Nah, but what would be their best song from such an eclectic catalogue. All their songs (bar the ones from version 4.0) have a personality, and this one as well. You said the same when Flatline was released, and since then, it has become one of their best songs ever in terms of how it translated live showcasing their talent.

 

On Twitter, I even read someone saying “I’m out, I was expecting something a la Padam, Padam”. I mean, LMFAO

 

It was played on Gem radio's make it up as they go along chart this afternoon and it still sounded so muddy and awful especially on the chorus to me. I honestly have no idea what they are singing on the chorus as the music over powers them and is just so distracting.

 

Listening to this on Apple Music and the quality is 100%. The chorus is so TLC. I went back to listen to their first records, and I wouldn’t mind a modern version of that.
I can hear price tag in this song !!
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The photos with that article are incredible

 

 

 

The press they are getting for this :cheeseblock:

Hey Sugababes family!

 

Wow! Friday was amazing, we’re still on cloud 9! Thanks so much to all of you who made it to our show at London's O2 Arena; we hope you enjoyed it as much as we did!

 

We celebrated the occasion with release of our brand new single 'When The Rain Comes’. We are delighted to be making new music and are so excited to share the first song from the studio with you all.

 

The song is out now to stream/download, as well as being available as limited 7” vinyl and CD version on our site. We’ve also released a limited edition digital pressing (with digital signature) of When The Rain Comes, but it's only available until Friday - so get it now while you can!

 

Lastly, we've got BRAND NEW MERCH! Including the vinyl/CD versions of the new single AND a T-shirt that was previously only going to be available at the O2 show, so if you missed it - fear not!

 

Get it all below!

 

Thanks for reading,

 

Love from Mutya, Keisha, & Siobhán

xxx

Great to see the song picking up more momentum.
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Theres heaps of press out for this and it’s Radio1s hottest track of the week. Doubt they actually Playlist it as radio1 is ageist AF about female artists
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