We’re really going for it this time…

Last week I wrote about how underground punk legend John Otway’s books and film have been inspiring me to cook up the most outlandish plan of my musical life so far.

I’m here today to tell you all about the logical next step in the story of my illogical, 100% independent music career.

If you’ve known me for any length of time, you know there is no “Team Penfriend”.

From writing, producing, arranging, recording and performing the songs on my albums (with ace guest musicians drafted in when needed), to laying out the text on the CDs and vinyl packaging, writing and designing the lyric books, shooting and editing my videos, building and maintaining my website, releasing the albums on my micro-label My Big Sister Recordings with all that entails, and walking your merch orders up to my local Post Office twice a week – hi, I am Team Penfriend. 

With honourable mention to my beloved Tim who is very supportive and helpful (if you’ve ever seen one of my ads, he set that up), I’m the one running the whole shebang.

This is not a brag: I say this only to underline the absolute ridiculousness of my last two album releases going into the Official UK Albums Chart. Not the “glitter-grunge synth’n’guitar alt-pop” albums chart, but the full-on, overall, why-the-heck-are-ABBA-always-still-in-there? albums chart.

I love ABBA…but, come on!

In 2021, music fans like (and possibly including) YOU put my first Penfriend album “Exotic Monsters” at #24 in the overall chart and #5 in the Independent Albums Chart – the chart for artists on independent labels, from big ones you’ve heard of to very tiny one-person ones mine.

In 2023, music fans like (and possibly including) YOU put “One In A Thousand” (my collaboration album with Rat from Ned’s Atomic Dustbin) at #14 in the overall chart and #1 in the Independent Album Chart. NUMBER FREAKING ONE!

These numbers blow me away. Look what we did!

Between my efforts to make and share music and your absolutely stunning generosity and support, we can do huge things. And over the two years since my last album release I’ve received so many messages from people like (and possibly including) YOU telling me what fun it was to stick it to “the man”, and asking when are we going to do it all again?

Honestly, I talked myself out of writing this email a few times. And then I realised I was letting them win! These big powerful structures that we’re not meant to be cheeky towards, let alone pay a visit to. These places that aren’t meant for the likes of us, because we didn’t do it their way.

I was too busy making seven albums to schmooze the right people, and I don’t regret my decisions for a minute.

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OK…we had a Top 30 album together. That was wonderful. Thank you!

Then we had a Top 20 album together. Unbelievable. Thank you!

Where do YOU think we should go next?

…

…

Top 10. I’m whispering. Should I say it out loud? Should I shout it?! 

Could we? Shall we?

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WHY try and get in the charts?

Because it’s FUN. Because it’s FUN-NY. Because I’m sick of only the people with huge amounts of financial backing getting all the things – radio play, multi-page magazine spreads, TV slots. Because it’s an example of the sort of big things I think we’re all individually capable of if we decide we’re going to go for it. Because it shows what a passionate community of music lovers care about, and thrusts it, albeit briefly, to sit alongside the mainstream.

Because it shouldn’t be possible for a 43-year old solo artist making music in a colourful Nottingham attic to have her name and made-up record label listed alongside ABBA.

Even though, wait, yes I THOUGHT so… (spot the ABBA Gold):

2023:

2021:

I don’t make music for the mainstream, I make it for you. And both times I’ve had albums in the Top 40 it’s been a victory for every single person who voted with their purchase of an album made by hand with loving care.

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So, how do we get a Top 10 album in 2025?

This is the thing. Even though passive streams of big famous songs on playlists count as 1 chart sale per 1500 plays (!), and my streaming numbers are utter garbage because I refuse to advertise giant companies that don’t treat me well, this idea doesn’t feel thatridiculous. 

Around 7,500 UK residents currently hang out on my big mailing list. And another 270 brilliant people are here. Hi!

So far, we have clocked up around 1400 chart-eligible sales from pre-orders of “House Of Stories”.

Thank you!

To have a chance of getting into the Top 40, we need to find loving homes for another 1500 copies of the new record in the next FOUR weeks.

To get into the Top 10, it’s another 3000 copies on top of that.

Is this totally ridiculous, or is it a fun idea?

There are enough of us here to make this happen, even without the help of other people around the internet. But you know I love creating experiences around my album releases, so I’ll be busy with blog posts, videos and live events over the next few weeks for all to enjoy. I hope you’ll join me!

“House Of Stories” is an album that celebrates age, experience and personal power. In the 20 years since I wrote the first two songs that appeared on my debut album (“I Am” and “ghostsandshadows”), my life has completely transformed.

From strumming my guitar on a bed squashed into the corner of a tiny bedroom in a dirty shared house in South London to making music and videos in my colourful attic home studio in Nottingham, with all the adventures I went on in-between, making the songs I wanted to make sound exactly how I wanted them to and finding creative ways to share them with you has been utterly life-changing.

Taking my music projects into my own hands was a necessity from the start – with no manager / label / agent, no industry help of any kind (moral or financial!), I have always funded everything I’ve made through freelance work and huge amounts of support from music fans crowdfunding and pre-ordering my albums.

I’m so grateful for what I’ve managed to build with your help. Thank you.

More than anything, I know “House Of Stories” is my best album yet, and I’m excited for you to hear it.

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The second verse of the title track goes like this:

“Trapped in our warm bodies
Still brimming with hope
Reaching the highest places
We think we can go”

In 16 years of releasing music online I’ve learned that interesting things can happen when I spend my time in positive, generous ways. But even greater things can happen when you decide on a destination.

I’ve decided.

I’ll leave you with this helpful quote by Normal Vincent Peale, the writer of “The Power Of Positive Thinking”:

“Shoot for the moon. Even if you miss, you’ll land among the stars”.

You may recall I have a rocket ship at my disposal.

See you on the moon?

Love,
Laura xxx
https://shop.penfriend.rocks/collections/penfriend-house-of-stories

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Four weeks from today I am releasing my sixth solo album “House Of Stories”: my celebration of age, experience and (hopefully) wisdom.

Helping me face up to ghosts from my past, the new songs are for anyone who’s felt trapped in the wrong four walls – literal or metaphorical, caused by others or self-imposed.

My musician pal Charley Stone¹ visited the Launchpad a few weeks ago to help me create a full-length album video and audio podumentary. Among her insightful comments and questions she described some of the tracks on “House Of Stories” as “soothing”, which I took as a great compliment.

I will never pretend everything’s okay in my songs, but the more music I make the more I want to leave you feeling hopeful and included. I love creating experiences within, around and leading up to my music releases (hence these posts), and I’ll always keep inviting you to get as involved as you want to.

Speaking of which…

Last year I shared a video where I decided to think Very Big Indeed², declaring that in the year 2027 I will be headlining Shepherd’s Bush Empire.

Titled “It’s time to set some ridiculous goals”, I made it to choose optimism over pessimism, to dream big instead of opting for pragmatism all the time. Not sitting back and wishing for things to happen to me, but directing my efforts in exciting directions that seem out of reach, so I can work very hard to try and get there.

In the comments, Correspondent’s Club member David told me about a fellow musician called John Otway³.

“The list of things he’s made happen in his career, by pretty much just saying he’d do it, is clear evidence you can make amazing things happen.”

I was excited. I devoured everything I could find online about John, watched his Netflix film, ordered both of his books (and immediately read them both) and even sent him a friendly email to say thank you for the inspiration.

And so it’s John Otway’s (and David’s) fault that I’m gearing up to unveil the most outlandish plan I’ve cooked up so far in my 28 years of making music.

I’ll tell you more next Friday.

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To tide you over…I made a rare appearance on a music podcast! Thanks to sharing my music and writing on Substack, I made contact with Tim and Chris at New Sounds Union, who asked brilliant questions and made me feel right at home (I find these things nerve-racking when I’m not doing the editing).

Titled “How an independent artist tops the charts”, my episode is available here. I talk about how 10 years in the school orchestra led me towards arranging and producing my own songs, why I think doing stuff and keeping going is most important and how amazing music fans are (thank you).

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Back at Penfriend HQ, the HOS goodies are starting to arrive – I love this part of releasing albums!

** VINYLLLLLL **

The four publicly available vinyl colours are looking absolutely stunning!

** CLOTHING **

The sample tees and hoodies were printed this week by local Notts printer Phil at Whitewater Design & Print and I’m just glad I don’t have to choose between them…thanks to Jessica Wild and Daniel Catt for the beautiful designs!

I won’t be printing many more tees / hoodies than have been ordered by the end of next weekend, so make sure you secure your size ASAP (XS-4XL available).

** KiT Hybrid Digital Format**

The KiT samples arrived from Seoul this week, coinciding with a mention of “House Of Stories” in Music Week! 

It’s true, HOS will be the first completely independently released chart-reporting KiT album in the UK…very exciting.

Watch my short explainer video and get your copy here.

** AND… **

• I’m expecting the CDs to arrive next week ready for signing, hooray! 

• The 21-track demos and rarities collection is being printed as I type…

• I’m having a blast putting the lyric, photos and story book together, and there are only 100 copies left at the time of writing.


** FINALLY… **

Calling Nottingham / adjacent / further afield adventurous gig lovers – the last 21 tickets for my birthday shindig on 31st May at Rough Trade Nottingham are available here.

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I’m looking forward to sharing my newest, most ambitious adventure with you next Friday.

Big love and thanks,
Laura xxx

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1. Whose excellent album “Here Comes The Actual Band” is available here.
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2. Watch that here.
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3. Get inspired by John here. Warning: reading this website, buying his books and watching his film might make you do something OUTLANDISH.
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