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Grimshaw’s strategy has been even more brave.
Brave enough to wait 18 months to release an album, brave enough to drip-feed tracks to the media, brave enough to sidestep the Cowell machine and do it his way, albeit with plenty of Sony cash behind him. Taking his time and assembling the right people and the right ideas has paid dividends with a quality piece of work.
Read the full Aiden Grimshaw article on the Virgin media website