The campaign for Glasgow-based rockers Mogwai's tenth album to reach number one in the charts has garnered global support.
Should the album, As the Love Continues, continue its momentum it would be their first to top the Official Albums Chart, and third consecutive Top 10 studio album, following 2014’s Rave Tapes and 2017’s Every Country’s Sun.
The count closes at midnight.
The Mogwai to #1 campaign has already had support from fellow musical legends and celebrities spanning the globe, including from the likes of Elijah Wood, Robert Smith (The Cure), Franz Ferdinand, Irvine Welsh, Limmy, Arab Strap, Snow Patrol, Twilight Sad... and tonnes more.
The Glasgow-based band released their first single 25 years ago via their own label Rock Action. The label was started with Mogwai's frontman's £400 loan from his now brother-in-law.
They folded the record sleeves up by hand in their bedrooms and hoped the records would sell.
"We didn’t start the band or the label to get into the charts. That would have seemed insane", says Braithwaite.
Now, 25 years later, As The Love Continues which debuted at number 1 in the Official UK Album's Midweek Chart and could be the official charting number one album by midnight tonight. It is a huge first for a band that has always taken pride in doing things their own way.
Braithwaite says, "None of us ever envisaged either the band or the label being in a position where having a number one record would be a possibility."
As The Love Continues was recorded last year with producer Dave Fridmann and features the singles “Ritchie Sacramento” and “Dry Fantasy”, alongside nine other stunning new songs, with contributions from Atticus Ross and Colin Stetson.
The album is the follow up to 2017’s Every Country’s Sun, Mogwai’s second top 10 album in a row after 2014’s Rave Tapes . As The Love Continues was originally due to be recorded in America, but the pandemic led to a relocation to Worcestershire and with producer Dave Fridmann separated by an ocean and appearing like an "Orwellian oppressor."
This pandemic necessity was quickly routine, it also bought them a little more time. Unable to perform the album for the time being, Mogwai’s Stuart Braithwaite hopes the music can take you from somewhere different to where you are, “unless you are somewhere really amazing and then why are you listening to some weird music like this?”
Buy or stream the album here.
