Joining jangle-indie four-piece, The Lathums just as their star had begin to rise, the road to their debut album, How Beautiful Life Can Be, started in June 2020 just as their huge promise as a live band had been neutered by international events. Working from single-to-single, finding appropriate outlets for the band’s voice to be heard and winning key new music coverage across Music Week, NME, Observer, Gigwise and many more The Lathums’ rise was unstoppable.

Working closely with the band, management and Island Records, creative ideas to maintain profile were realised, notably the initiative to release a cover of the Northern Soul classic, The Snake in a limited vinyl edition of just one to raise funds for the ailing Wigan Athletic Football Club. The stunt became a campaign key message worked across all forms of band promotion in addition to winning widespread media coverage, with press attention proving influential in winning the band as spot on the BBC’s Sound Poll of emerging talent.

Released in September 2021 following a combative album campaign that won positive coverage and reviews across the UK music media landscape including NME, The Guardian, Financial Times, The Telegraph and The Times, How Beautiful Life Can Be landed at Number One on the UK Official Album Chart.

The return of live music restored The Lathums to their chosen territory and allowed for positive reviews across key UK titles including the Observer, Daily Star and NME for their huge, ‘homecoming’ show at a sold out Victoria Warehouse in Manchester.