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He also had to turn down a high-profile supporting slot on Adele's fall tour due to personal commitments.Those events and more prompted Clare's label, Island Records UK, to essentially drop him after a little more than a year, leaving him to pursue work with a realtor friend in East London to make ends meet, essentially "acting as a slum lord," he says.Apple even took the rare unsolicited move of buying keywords on Bing and Google to further connect the dots for fans of the song.
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It tops this week's Heatseekers chart despite a slight sales dip. The newfound attention comes nearly two years after the first sessions for "Lateness of the Hour" first began with Diplo and Switch in New Orleans. Clare had a handful of songs for the album (including "Too Close") already produced in demo form before hitting the studio with the Major Lazer producers.
Clare got connected with the producers via Island's A&R head Nick Huggett, the man who helped sign Adele to Columbia Records and also first connected Diplo and M. After a few weeks in New Orleans, subsequent sessions followed later in the year in Jamaica and eventually Los Angeles, working around Diplo's tour schedule.
Skrillex, Diplo & A-Trak: The Billboard Cover Story "Obviously record deals are a finite bit of money, and I found out I kind of needed to make ends meet," Clare says on the phone from his home base of Southeast London.
"But I kept getting emails from Island saying, 'We want to use your song for an advert,' so I said 'yes of course' even though I kept thinking nothing would come of it." Cut to the week of March 5, and suddenly Clare's song "Too Close" was getting the widespread exposure it never received in the U.
K., courtesy of a new campaign for Microsoft's Internet Explorer 9.
The browser's multi-million dollar media outlay made a big impact its first week out when 60-second ads that made dramatic use of the dubstep-inflected power ballad started airing during broadcast prime-time and in movie theaters before major titles like "The Hunger Games." TV viewers and theater-goers started Shazam-ing the song on their smartphones and searching for the track on You Tube and i Tunes."They wanted to focus more on live instruments which was something I don't think they're used to," Clare says of the collaboration with Diplo and Switch. "The Lateness of the Hour" came and went with little fanfare in his home country despite top-of-the-line production from Major Lazer producers, Diplo and Switch. singer-songwriter Alex Clare thought his career in music had reached a standstill.68 on the Hot 100, and sales totaled over 100,000 downloads after the first weeks of release.The song's instant popularity prompted Universal Republic to hastily sign Clare to a U. distribution deal that rush-released his album on i Tunes March 24, with sales high enough to earn the set a No. 123 on the Billboard 200, with sales of 4,000 units.