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Lee “Scratch” Perrys final studio album “King Perry”
Neighbourhood was enlisted by False Idols / !K7 to manage the campaign around the final work released by dub innovator, studio icon and visionary master of reggae Lee “Scratch” Perry, who died in 2021 at the age of 85.
After a considered roll-out and several single drops, the full album “King Perry” was released both digitally and on vinyl in February 2024.
In some ways, albums released after the passing of an artist have always been a thorny issue. Battles will always rage over the artistic silhouettes of musical legacies, over how an icon is remembered, and how their unreleased work is curated.
Many embrace the celebration of the irreplaceable while others, including even the most empathetic of fans, view it through a more sceptical lens.
The 12-track “King Perry” represented the final studio album written, produced, and recorded with Grammy-nominated producer Daniel Boyle in the months before his passing and concludes an almost endless discography to his celebrated name.
The album featured an eclectic line-up of artists including Bristol’s Tricky, South London’s GreenTea Peng and Happy Mondays’ Shaun Ryder.
Given the posthumous nature of the project, it was vital media support captured the accomplished and creatively charged musician in Perry while the articulation of the album’s nuanced conception and writing process relied heavily on Producer Daniel Boyle’s own experiences and memories – a point not taken lightly by Neighbourhood who spent many hours in discussion with Boyle ahead of the public announcement of the project.
Neighbourhood has a long list of past work in re-issue, anniversary releases and box sets from those no longer with us however “King Perry” was resoundingly different. Representing not just the final discography entry to his name but to many an usually experimental body of work to mark the end of a career.
The last song on the album and the last song he recorded called “Goodbye” adding to the poignance.
“Highly impressed at the campaign put together by Neighbourhood for the ‘King Perry’ album by Lee Scratch Perry. Neil and the team put together a tight PR strategy that brought in press pieces and reviews across the board and hit all the key publications that we anticipated for coverage of the album. As ever, a sterling job done from the Neighbourhood team”. Nick Harris – Label Manager
The project provided an opportunity to seek out what was truly unique and rare, a chance to go back to the PR basics and discover the cultural resources associated, the personal experiences, the untold tales, the wider story, and the lasting impact.
Once described by Keith Richards as “the Salvador Dalí of music” Perry’s idiosyncratic vision left a deep legacy and a resounding influence spanning reggae, rock, hip-hop and dubstep.
From the first announcement to the final review, widespread Print + Online music and broadsheet coverage and album reviews included Guardian, Pitchfork, NME, MOJO, Fader, Q, Loud & Quiet, UNCUT and many more.
To quote Sam Waltons review for Loud & Quiet….
“If this is to be Perry’s last work, it’s a fitting way to end”
