Reytons' DIY approach paying off as they target No 1

The slogan for their current album campaign is “No Label. No Backing. All Reytons.”

So it should come as no surprise that the Rotherham band’s latest ingenious PR move — a one-week-only store at Meadowhall — involved rolling their sleeves up and getting stuck in. No divas allowed.

The band managed to acquire a shop rent-free at Meadowhall shopping centre for the week to push sales of new album What’s Rock and Roll? and to also host a sold-out autograph signing session, which took place on Saturday (21 January) and saw the people of South Yorkshire flock to the store to buy the album and meet their idols.  

“After the Sheffield Arena announcement, Meadowhall said that they’d like to do something with us and help support us being a local band,” front man Jonny Yerrell said.

“We’ve all been in there with paint brushes, sometimes until 3am, to get it finished, even recycling old materials from other shops that have closed.

“It shows our mentality as mates and as a band with our DIY nature and approach.”

In true Reytons fashion, the band have thought of several creative marketing moves to help promote the album, including their “Golden Ticket” campaign, an ingenious ploy where they placed five golden tickets in pre-ordered albums, allowing lucky winners free entry to their shows for the rest of their lives.  

The four-piece have been travelling around the UK this week signing at various locations before finding out the outcome of their album campaign when the charts are announced on Friday.

They have teamed up again with producer David Watts of Chairwork Studios, based in Castleford, who worked with the lads on their first album.

The band felt like they had “unfinished business” and were disappointed when it charted at number 11 in November 2021.

The album was moved back due to a vinyl shortage and faced some fierce competition with the likes of megastars Taylor Swift, The Wanted and Little Mix, who all released albums that same day.  

This time around, the band will try to fend off Black Star Riders - a hard rock band made up of former Thin Lizzy members - and 2021 Eurovision winners Måneskin.  

“There are lots of people out there, especially on the streets of South Yorkshire who believe we can get a number one,” Jonny said.

“If we do, it’ll be amazing.”