2021 may have marked 25 years since Oasis played Knebworth but it also marked 10 years of Noel Gallagher’s High Flying Birds, the solo project from the band’s chief songwriter that came about after Oasis split. Back the Way We Came: Vol. 1 (2011–2021) was released on 11th June 2021 through his own Sour Mash Records and came with two brand new tracks. The team at Ignition Records – Clare Byrne (head of marketing), Gabi Nicot-Bérenger (digital manager) and Sarah Mansfield (creative and production manager) – explain where a meticulously run archive came into its own here, why D2C remains enormously powerful for an act like this, why Noel embraced TikTok to reach whole new audiences and why it proved highly serendipitous that this summer he was named an ambassador for Record Store Day.
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