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CAA’S PAUL FRANKLIN ON THE RESURGENCE OF REUNION TOURS​

Sugababes are another act on Franklin’s diverse roster – which includes Yungblud, Demi Lovato, James Bay, Mariah Carey and Corrine Bailey Rae – that have reunited and are enjoying new heights in their career.

“Sugababes’ reunion is not about nostalgia – it’s about taking the next step in their career,” says Franklin, who has looked after the English girl group (est. 1998) since “the early days”.

The pop/R&B group, which has undergone a handful of personnel changes, has six UK Number 1 singles and five UK Top 10 albums under their belt.

Having disbanded in 2011, Sugababes’ original three members – Mutya Buena, Keisha Buchanan and Siobhán Donaghy – reformed in 2019 to a rapturous reception.

“I wanted to create something different this time and to make sure they remained cool and relevant as they always had been but wanted to take this to a new level and beyond this time… to prove how important the band were to so many people,” explains Franklin. “It was all about positioning and for the band to continue to receive the respect they deserved.”

The trio marked their return to the stage in 2022 with a headline performance at London’s Mighty Hoopla festival, followed by an underplay at the 2,000-capacity Avalon tent at Glastonbury.

More than 10,000 fans showed up for the group’s hotly anticipated set, prompting Glastonbury organisers to close off the field surrounding the tent and turn away punters.

“It garnered enormous press and set us up for a UK tour [later that year],” says Franklin. “From there, the idea was to continue playing shows that weren’t perceived as the obvious Sugababes plays to prove they had a rightful place on any festival with any audience. This was an enormous success, playing to the biggest audiences of the weekend at Tramlines, Victorious, Neighbourhood, Wilderness and Isle of Wight to name a few.”

The group’s 2022 festival summer laid the ground for their first tour in nine years, a 17-date UK headlining tour that sold 50,000 tickets.

Continuing on that upward trajectory, Sugababes performed a one-off show at The O2 (cap. 20,000) in London in 2023, marking their biggest-ever headline show.

“It was a defining moment at the end of a very successful year-long campaign,” according to Franklin.

However, there was still time for two priority plays before the year was out. “Firstly Boiler Room which had one of their highest applications for a show ever and then we sold out Drumsheds in December to 15,000 people to make sure we didn’t leave the electronic music community behind.”

As for this year? Franklin says: “There will be new music in 2024 and this will be the next step in continuing to build Sugababes into one of the most relevant artists in the UK and beyond.”

https://www.iq-mag.net/2024/01/caa-paul-franklin-resurgence-reunion-tours/
 
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