Band To Watch: Mallory Knox

Posted January 9

Blasting on to this week’s Next Big Sound chart is Cambridge-based band Mallory Knox, who just released the third single off of their upcoming debut album Signals.

These five young gentleman, who all played in different bands before getting together in 2009, have built a solid fanbase playing local shows in the UK and are now prepared to follow up on the initial success of their 2011 EP Pilot. Mallory Knox, who rock hard, but not too hard, saw a big boost in numbers after releasing “Lighthouse” on the second day of the new year, a good sign considering their album — available for preorder on iTunes — is scheduled for release at the end of the month.

In the past month, the band attracted 75% more Facebook page likes and Twitter followers compared to the month before, and saw close to 100,000 YouTube video views, 10,000 of which occurred the day after releasing the single, bringing them steadily closer to a total of a million views on their official channel.

The single is attracting some positive buzz; last week more than 3,000 people were talking about the band on Facebook, a 200% increase from the previous, and their YouTube thumbs jumped by more than 500%.

Mallory Knox have definitely been taking advantage of online opportunities, employing creative techniques to engage their fanbase. In putting together the official video for the first single off their album, ”Hello,” they reached out on YouTube and requested that fans submit messages to be included in the vid. While the majority of their fanbase is located in the UK, clips included in the final video came from followers around the globe. In addition, the track was made available as a free download in exchange for an email address.

The band is set to play an album release concert in Cambridge on January 19th, two days before the drop, and will be supporting Don Broco on a tour of the UK in February and March. It remains to be seen how the album will be received, but if they are able to capitalize on the current momentum, it’s looking good for Mallory Knox.

Liv Buli is the resident data journalist for music analytics company Next Big Sound. Buli is a graduate of New York University’s Arthur L. Carter Journalism Institute and her work has appeared in Newsweek Daily Beast, The New York Times Local East Village, Westchester Magazine and more.