Years & Years - "Desire"

[Juan Carlos]

"Desire"
Written by Olly Alexander, Michael Goldsworthy, Emre Turkmen and Kid Harpoon
Produced by Mark Ralph and Two Inch Punch • Additional production by Years & Years

"Desire" is the second US single from Years & Years debut album Communion, which goes for adds on September 29 according to PlayIGA.

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SPOILER: Click to show

{Original Post}Looks like "Desire" from BBC Sound of 2015 winners Years & Years is going to be pushed in the US soon, since it was mentioned on the AllAccess iHeart Music Summit article as an upcoming release. Also, it's currently listed on the Top 40 playlist from PlayIGA.

[Libra]

Them being the BBC Sound of 2015 winners has made it like they almost...have to, make a try for it here?

That said, I haven't been sure which song I'd want to see pushed here - this, or "King". This is so very worthy of becoming a hit here, but "King" is due for release in a month, thus pushing that would have eliminated the US Vs. Europe divide.

Whatever. This has no good reason not to smash here if that's what they're going with.

ETA: Actually wait a minute...if this is already being serviced, as the iHeart summit and PlayIGA would indicate, then this can go in the Pop forum. :)

[Libra]

Kurt: This doesn't currently have a Pop topic yet. I'm on my phone, which isn't letting me move it over. >:( >:( >:(

[Kurt]

I talked to Juan Carlos about it before he made the thread - it hasn't actually been serviced yet, so I think we can wait for further confirmation (same for Gervais/Tamposi and DJ Snake/AlunaGeorge). (Also - I see on an upcoming releases list that "Take Shelter" appears to be out here next week, with Island USA/UMA as the label?? Weird.)

[Libra]

Jan 30, 2015 17:29:35 GMT -5 Kurt said:

(Also - I see on an upcoming releases list that "Take Shelter" appears to be out here next week, with Island USA/UMA as the label?? Weird.)

You're telling me? LOL.

[Hefty Hanna]

YES ('Real' <333) > Take Shelter > Desire >>> King

[Kurt]

OK, so looks like we got an EP called Y & Y this week: tracklist is "Desire," "Take Shelter," "King," and "Memo."

[Juan Carlos]

Oh! An exclusive EP for the US and Canada. That's great. However, I don't know if it's a good idea that "King" is out there, if it's considered that it's not overseas yet.

[Verisimilitude]

The video to this is MTV Clubland's Pick Of The Week for next week which pretty much confirms this'll be their debut single.

Video will also be added to MTVU's playlist starting next week too in heavy rotation.

[Kurt]

Next US single - listed under PlayIGA's Top 40 playlist.

[maine]

tbh this is the song they should have led with in the US. I think this is much better than "King", and "King" is great. This is outstanding.

[allow that]

"Desire" would stick out like a sore thumb on US Pop radio. As much as I'd love to proven wrong, I really don't see it doing anything here. Even more so now that "King" was DOA.

They should have gone with "Shine" which is way more "safe."

[hitmakaontharise]

one of my favorite songs from them

[ZAYN]

It's a phenomenal song and one of my favs from them. The EP's content was A+ and I think "Gold" could potentially be a good single. "Shine" is great too. I think they could release all of these if they can get the one breakout hit. Just...which hit?

[surfy]

I really hope this does something! I liked King, and I think this song is even better.

[divasummer]

I didn't even know who they were really until I saw and purchased "King" for 69 cents on ITunes.
I Love that song and hope this can do a little something.

[Mirago]

I think 'Ties' might fare better as well.

[getonthebus]

I use this and I definitely use Shine. King wasn't the breakthrough, but I'm convinced ONE of these amazing songs from the album has do the trick.

[fearlessarrow]

"King" should've done better  :'(

I don't think "Desire" is going to do much over in the US, but it's worth a try maybe? They should push "Shine" simultaneously worldwide imo, now that it's becoming a hit in Europe and because for once, the US would not be late with European hits.

[Libra]

"Desire" always struck me as a better lead than "King" did. That may have been the better composite record, but it always felt like it was just building off of what "Desire" started thematically.

And I don't think "Shine" would stand out enough to catch on.

Jul 23, 2015 9:56:36 GMT -5 fearlessarrow said:

They should push "Shine" simultaneously worldwide imo, now that it's becoming a hit in Europe and because for once, the US would not be late with European hits.

Technically...it's already too late to avoid that.

[emerald]

After listening to their material the other day, this was the one that stood out to me the most. Hope this does well.

[Albie]

Well I wasn't expecting this over "Shine" at all...but I'm not complaining. "Desire" is for sure one of my favorites from them. Even if it doesn't do so well, I'm happy they are still trying.

[jjose712]

Hopefully this time they take the effort to promote the song, if not, this will be king second part, and i still think King is their catchiest single by far.

Promote is the key, they are already big in Uk, and King did well in Europe, they need to do the effort to break into the USA market, and even if this won't end being big it should do well enough to push other singles (they can even give king a second run because frankly i doubt most people realized there was a first one)

[BadRomance]

Just discovered them, King or Shine would smash hard.

[allow that]

Jul 25, 2015 12:34:10 GMT -5 BadRomance said:

Just discovered them, King or Shine would smash hard.

"King" would?! It already flopped hard.

[jjose712]

Jul 25, 2015 12:37:38 GMT -5 allow that said:

Jul 25, 2015 12:34:10 GMT -5 BadRomance said:

Just discovered them, King or Shine would smash hard.

"King" would?! It already flopped hard.

It's really difficult to know how King would do if it was properly promoted. I know they have a lot of buzz around them but they are basically a new unknown band, and break in the USA is generally difficult even for more known artists.
Of course there's the posibility of the song flopping anyway even with good promo (it happens sometimes even to good songs) but with the lack of effort (which is frankly difficult to understand) it's very difficult to assure that the song will flop no matter what.

The strategy of king's realease is one of the most absurd things for a hyped group in a lot of time. A sensitive mind would thing that if you release a song who is a big hit in other countries you should really push all the buttons to make it a hit, but that's not what happened with King at all.
It would be better if they release the album in UK, do the promo there, and then go to the USA and make a proper promo for the song.

Anyway, a lot of flops are just a matter of circumstances. Who knew did nothing the first time it was released, it went to number one on the second run.
And of course there are songs that doesn't fit the US market as well as the european. The man who can be moved was most successful than Breakeven everywhere but the USA

[getonthebus]

Jul 25, 2015 13:04:44 GMT -5 jjose712 said:

Jul 25, 2015 12:37:38 GMT -5 allow that said:

"King" would?! It already flopped hard.

It's really difficult to know how King would do if it was properly promoted. I know they have a lot of buzz around them but they are basically a new unknown band, and break in the USA is generally difficult even for more known artists.
Of course there's the posibility of the song flopping anyway even with good promo (it happens sometimes even to good songs) but with the lack of effort (which is frankly difficult to understand) it's very difficult to assure that the song will flop no matter what.

The strategy of king's realease is one of the most absurd things for a hyped group in a lot of time. A sensitive mind would thing that if you release a song who is a big hit in other countries you should really push all the buttons to make it a hit, but that's not what happened with King at all.
It would be better if they release the album in UK, do the promo there, and then go to the USA and make a proper promo for the song.

Anyway, a lot of flops are just a matter of circumstances. Who knew did nothing the first time it was released, it went to number one on the second run.
And of course there are songs that doesn't fit the US market as well as the european. The man who can be moved was most successful than Breakeven everywhere but the USA

I think they had a bit more of a slog to secure that UK #1 than they anticipated, and had to re-adjust their US promo to ensure they landed on top in the main market. Unfortunately, a great single had to be abandoned in the US, but there are others with potential that can fill that void.

[hitmakaontharise]

i love any years and years song they decide to put out

[Kurt]

Impacts September 22, according to PlayIGA.

[jjose712]

Jul 27, 2015 9:54:35 GMT -5 getonthebus said:

Jul 25, 2015 13:04:44 GMT -5 jjose712 said:

It's really difficult to know how King would do if it was properly promoted. I know they have a lot of buzz around them but they are basically a new unknown band, and break in the USA is generally difficult even for more known artists.
Of course there's the posibility of the song flopping anyway even with good promo (it happens sometimes even to good songs) but with the lack of effort (which is frankly difficult to understand) it's very difficult to assure that the song will flop no matter what.

The strategy of king's realease is one of the most absurd things for a hyped group in a lot of time. A sensitive mind would thing that if you release a song who is a big hit in other countries you should really push all the buttons to make it a hit, but that's not what happened with King at all.
It would be better if they release the album in UK, do the promo there, and then go to the USA and make a proper promo for the song.

Anyway, a lot of flops are just a matter of circumstances. Who knew did nothing the first time it was released, it went to number one on the second run.
And of course there are songs that doesn't fit the US market as well as the european. The man who can be moved was most successful than Breakeven everywhere but the USA

I think they had a bit more of a slog to secure that UK #1 than they anticipated, and had to re-adjust their US promo to ensure they landed on top in the main market. Unfortunately, a great single had to be abandoned in the US, but there are others with potential that can fill that void.

The strategy was simply absurd. Logic says they should better focus on UK market for a while and then when the album is successful come to the USA and promote like there's no tomorrow.
the only new artist i remember the strategy of release at the same time and really worked was Sam Smith, and Sam is an exception not the rule.

the problem is King is still their most catchy single, and unless they rerelease the song (anyway nobody noticed they released the first time) they are going to waste the best oportunity of having a hit.

Uk bands generally have a tough time, even the ones who have a sound that suits US markets. They are very british and very european, so it was obvious that there will be some struggle no matter how the critics praise them.
Release the album so soon in the USA was absurd too