Last week we had the pleasure of launch hmv’s 1921 records – firmly positioning the brand as central to the UK’s vinyl renaissance and at the forefront of new music

Ahead of this year’s National Album Day, the team helped launch hmv’s new record label, 1921 Records, with a blaze of publicity surrounding its first signing.

Staff at hmv Newcastle had spotted 22-year-old India Arkin’s incredible talent as she performed a series of gigs in-store as part of the retailer’s Live & Local programme, which aims to give a platform to grassroots musicians.

The team headed to Newcastle to capture the moment India first saw her record in the vinyl racks at hmv, and helped prepare her for her first round of media interviews.

The announcement resulted in big bang coverage across the BBC, I Paper, The Guardian, Independent, Evening Standard and more, while India featured her new tracks on BBC Music Introducing, BBC Look North and BBC Breakfast.

Not only helping to draw pre-orders for the new record, Home Truths, but firmly positioning hmv as central to the UK’s vinyl renaissance.

And there’s more to come, with India’s record launch set to be one of the tentpole releases of National Album Day on October 15th, which this year is themed to debut artists.