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The Concretes have teamed up with The Magic Numbers to kick off a campaign EMI believes can see the Swedish octet replicate the crossover success of their labelmates with their forthcoming second album.
As well as contributing a vocal to the new album, titled The Concretes In Colour, The Magic Numbers are taking the band on tour, returning a favour from two years ago when support duties were the other way around. EMI believes the pop melodies of the new album have a similar appeal to The Magic Numbers' debut from last year.
"The title is so appropriate, because they've kept their charm and intimacy but added a whole technicolour feel," says EMI Records product manager Catherine Roe. "The first album had so much critical acclaim and that's given ...