The Beat of the North: Gustafsson’s Journey Continues
After a breakout 2025 that saw the release of their acclaimed debut album, Black and White Movie, Manchester’s Gustafsson are back—and bigger than ever. With a series of electrifying live shows on the horizon and tantalizing hints of new music, the band is gearing up to launch into an exciting new chapter.
With just one week to go before their special headline show at The Lower Third in London, we caught up with charismatic frontman Andrew Gower to dive into the heart and hustle of this passionate Northern band.
It's fantastic to see you again, Andrew!
There's so much energy around Gustafsson right now, and I'm thrilled to share what's been happening since we last met.
The biggest news since we last spoke is that we've finished recording a new album—and honestly, we're so proud of it. We believe it's our best work yet, and we're itching to share it with the world.
This year, we've made a conscious choice: we want to build excitement for the new record by sharing it with the people who support us most. That's why our UK autumn tour is extra special—fans in Glasgow, Belfast, London, Liverpool, and Manchester who buy a ticket will get an exclusive first listen to the new album before its official release next year. It's our way of saying thank you.
You've already started playing a couple of shows already. What has the response been like?
Honestly, playing these new songs live reminds me exactly why I started a band in the first place. There's something magical about performing live and seeing people connect instantly with songs they've never heard before. The energy on this tour has been absolutely electric. It really has been brilliant!
Speaking of the new record—I know you've never shied away from pushing your creative boundaries. How did you challenge yourself as a songwriter this time around?
That's a great question. Our first album was my way of showing everyone that, after 16 or 17 years as an actor, I'm a storyteller at heart—blending my love for cinema and music. But with this next album, it's all about the music itself.
Every moment of those two weeks recording in Manchester was focused on the music. It's about us as a band—five Northern musicians, proudly bringing our roots into every note. We're making the album we want to hear—building on the foundation from Black and White Movie, but this time, it's 100% about the band and our shared passion.
What do you think Black and White Movie taught you?
Being an unsigned, self-managed band has taught me more about the music industry than I ever imagined. It's been an incredible education—especially in the power of connection. I've learned the value of meeting people—like our first chat in that hotel bar—and building genuine relationships. No artist is an island; you have to find the people you want to create with, both on and off the stage.
Those connections go beyond fellow musicians and venues—they include everyone from music writers to radio hosts. Black and White Movie was a crash course in the entire industry. We could have held onto that album longer, but as a band who formed during COVID, we felt compelled to keep moving forward and share our story.
But there's a fire in me to keep writing and telling our stories—especially now, when what we're creating feels more relevant than ever. I go to a lot of gigs, and I want our music to capture that same sense of urgency and connection I feel as a fan in the audience.
When I'm in the crowd, I crave that rush—the immediacy of music that feels like it's being played just for me. That's exactly what I want our shows to deliver. When people come to see us, I want them to feel like each performance is just for them—if you've bought a ticket, this night is yours.
So with the record, you also had the wonderful Craig Potter having his involvement as a producer. You've worked with Craig in the past, if I'm right. So what was it like to be able to pick up the phone and say, Craig, we need you back.
It's like the famous Batman phone, but with a CP written on it. Craig was instrumental in making our very first EP, and while some bands might move on to try something new, we felt we still had so much to discover with him. It's been a privilege to grow alongside someone with Craig's 30 years of experience—a Mercury Prize and Ivor Novello-winning producer.
Jumping back into the studio with Craig felt like coming home. He knows exactly how to bring out the best in us. Craig understands what I'm aiming for, but what really sets him apart is his passion for storytelling. If I share a song's story with him, he'll pass it on to the violinist or the cellist—he wants everyone involved to believe in the music's message.
And he tells the mastering engineers, and he's even telling our sound engineer, Gary, that he wants everybody to buy into the story of the song. So that's been a really amazing discovery to know that he's as into that as I am. And some of your, well, a lot, all of your tracks are really amazing and especially the track Northern Baby, obviously being a Northern Baby myself.
How has it been seeing the response to some of the singles you've put out?
Yeah, honestly, as you've been there, you've been there, my friend, in the audience. When there's something, when we play that song, whether we're in London at the Courtyard Theatre or Bush Hall in London or when we're in Manchester, we play that. We played it the other week in Warrington.
The reaction to Northern Baby is just incredible—it's truly visceral. Even though the song is a tribute to Northerners, its message of kindness resonates with everyone. Kindness cuts through every boundary, and that's what the song is all about.
Sitting here with you, I see that same kindness—it's a love letter to Manchester, yes, but also to everyone who leads with kindness in the world. And now, when we play Northern Baby, the crowd sings along so loudly I barely have to. It's a special feeling every single night.
Yeah. Yeah. So do you, kind of related to that as well, do you feel, how would you summarise what the true heart of a, what the heart of a true Northern baby is?
I always say, I think Ian McKellen puts it better than I can. When Ian McKellen arrives in a taxi in Manchester or Liverpool, the first thing the driver says is, "How's your day, love?" It's common here to call a stranger 'love'—and for those who haven't experienced it before, that warmth can be a little disarming, but it's deeply genuine.
For me, it feels like coming home. Across Northern England—from Newcastle to Liverpool, Manchester to Glasgow—people are natural storytellers. Whether it's in a football ground or a record shop, you'll find openness, kindness, and a willingness to share their stories. That's the heart of a true Northern baby.
Let's talk about some of the upcoming shows as well. You've got the one in London Lower Third, plus the hometown show in Liverpool as well. What's quite nice is you've spread, you've spread out the dates. So was that intentional, or did you feel it was part of the aesthetic?
We love creating calendar-marking events—giving each show its own space to breathe. Yes, it's partly logistics, but really, it's about making every venue feel special.
And especially, you know, when we're talking about London, Manchester and Liverpool, London, as you know, is a show with Edward Sexton, the fashion designer, who is, I think, the greatest fashion designer, tailor, the iconic tailor to come into Savile Row. As a working-class London man, he came into what was a very sort of closed-off, family-led, quite upper-class business. He came in and revolutionised the men's suit, making suits for David Bowie, which leads us to the Lower Third, the Rolling Stones, the Beatles, and still to this day, Jarvis Cocker and The Darkest. People go there, and there's always been a beautiful relationship with the music industry.
When planning these special events—especially in London—we wanted to give people a real reason to come out. That's why we're so proud to be one of the first bands to perform head-to-toe in Edward Sexton tailoring. It's truly a pinch-me moment.
This is exactly how music and fashion should work—collaborating and inspiring each other, just like in the days of the Beatles. For our London show, we're thrilled to have Simon McBurney, one of my all-time favourite actors, as our host. Ella Broccolaria and her band will be supporting us. After that, we return to our roots in Liverpool, playing in the legendary Jacaranda basement where the Beatles themselves once performed.
We'll have Naomi Campbell, who is taking Liverpool by storm, supporting us to play our music, their special. And then, yeah, back with the Northern Babies in Manchester. Yes, which is one of the best venues, I think, in the city. So, by spreading out the dates, we hope fans can make it to more than one show—giving each event its own unique energy and making every night memorable.
Compared to when we last caught up, do you feel the impact Gustafsson is making is even stronger than it was a year ago?
I hope so! There’s so much noise out there, as you know better than anyone. We've seen your incredible magazine and how many artists want to be featured in them. But sometimes, I say, sometimes you have to go quiet to make a lot of noise. And we had to go quiet a little bit when we made our next album.
We’re ready to make a big splash in 2027. This tour is just the beginning—because we’re sitting on something truly special, and we can’t wait for everyone to hear it. If you come to see us live—and I hope you do—I want you to leave feeling like you’ve truly connected, whether with one song or the whole set. I love the idea that, for a night, people can put down their phones and get lost in the music with us. That’s what it’s all about.
With four other guys you're sharing this journey with, what's it like being in that room with them? Bear in mind, for a long time, you've had to keep this private. So, what's it been like in the room during the making of the record?
Starting this band with my best friend Webbo on guitar has been amazing, and over time, the other three have truly become family. We're more than a band—we're a tight-knit group that supports each other every step of the way.
There's a real sense of excitement in the air, especially because this next record means so much to us. Our drummer, for example, is so eager—if he could, he’d release everything tomorrow! He’d happily publish our music anywhere, any way he could! It just shows the passion we all have. As for me, balancing acting with the band has made me determined to build something strong enough that one day, all of us can focus on Gustafsson full-time.
Our drummer works as an A&E nurse, Webbo is in shipping, Dave’s a photographer, and Liam is a full-time musician playing all over. We’re five guys in our thirties—starting a band at this stage is no small feat in a young person’s game. But there’s a special energy in what we’re building together. Gustafsson is about the collective, not the individual, and there’s real strength in that unity.
So, for the next chapter of Gustafsson, what's putting the fire in the northern belly?
Here's a little exclusive: our first single is all about going back to where it began. Webbo and I used to sit in our school common room, listening to music and dreaming big—now, that spirit is woven into this new track. The whole album is a journey, full of stories rooted in the North, and every single comes with its own bold, cinematic music video. We're excited to share some truly provocative Northern storytelling.
I asked you this, like, last time, but I'll see what your answer is this time as well, but to be a powerful storyteller, what are some of the, what are some of the qualities that come with powerful storytelling?
Great question! My first rule: never spoon-feed your audience. Treat them with respect and let them find their own meaning in your stories. Make it personal—there’s real beauty in that—but if it’s too personal, it might not connect universally. Always keep your audience in mind; write for them, not just for yourself. And if you don’t know who your audience is, take the time to find out. Variety matters, too: don’t limit your stories to just one theme.
I guess it's about keeping that balance, right, and, like, I think there's this expression, like, go out and touch grass, or whatever the expression is.
Absolutely, writing often starts with personal experience, but it’s just as important to pay attention to what your audience wants and needs. The real challenge—something you know well from your own hard work—is learning to step back and get some distance from your art. I always compare it to looking at a huge painting: if you’re too close, you lose sight of the bigger picture and forget your purpose. Taking a step back helps you see your work more clearly and understand why you’re doing it.
Sometimes, as artists, we need to step back and get some distance—whether that’s taking a break, visiting an art gallery, or just being out in nature. That breathing space gives you perspective, and suddenly you can see your work—and your audience—with fresh eyes.
Based on your personal experience for up-and-coming artists, or even people just starting that journey afresh, what advice would you give to them, based on your own experience of how to be an independent artist, or independent band, in 2026 and 2027?
Reflecting on what I’ve learned from the industry after Black and White Movie: It’s great to dream big—aim for Jules Holland, the Albert Hall, amazing collaborations—but don’t overlook what’s right on your doorstep. Local record shops, venues, and community spaces are where real music culture thrives.
There’s real joy and strength in staying connected to your roots. Some of my best moments this summer have been returning to local record stores, making friends with the owners—the people who genuinely champion your music. My advice? Always tap into your local scene: find those record stores and venues, build real relationships, and grow your tribe from there. Seeing our record in the Jacaranda store, where I grew up, was a true ‘pinch me’ moment.
What do you think is the biggest mistake you've made that also ended up being the best mistake to help put you on the right path?
Great question! My mantra is: fail, but fail better. Every mistake is just a stepping stone. Early on, I put too much emphasis on our online presence, but chatting with people like Jeff from Unconvention Manchester made me realize the real impact happens in person.
If nobody's been there, it's incredible. I'm off there Thursday. Big shout-out to them for a room full of northern babies, the whole Manchester social circles there. Jeff once told me, 'If you can make just one real fan every day, that's 365 new fans a year.' Online numbers can be huge, but real connections are what matter.
It’s easy to count likes and followers online, but the real question is: will these people show up, will they actually engage? That’s why being present in the room matters so much more. If you play for 40 people, that’s 40 genuine opportunities to connect.
So for the next chapter of Gustafsson, how should fans and new fans prepare for what's to come?
You know, before I came on to you today, I had this thought, and I was like, when I was on a giant TV show in Prague, when I had the Genesis in my head, we got shut down because of COVID.
One of the first people who heard my music was Cara Delevingne on the show; we exchanged music, and she's now doing music as well, which is, you know, we literally sat in COVID Prague. And she played me her music. And I played her mine. And she said, " You need to start a band. And I didn't know she was going to do it. But now she's back to music.
So, how should fans get ready for what’s next? Expect the unexpected and buckle up! 2026 has been a huge year for the band, and with all the energy around Northern music, we’re just getting started. We’re unsigned, self-managed, and here to stay.
This next record will prove how much we’re growing as writers and as a band. I’m not stopping anytime soon, and I hope everyone’s ready for a year packed with fresh, passionate music from us. You know, the four guys behind me are at the top of their game.
Gustafsson’s journey is just getting started. With new music, electric live shows, and an unbreakable Northern spirit, the band is ready to win over even more hearts. As they step boldly into their next era, one thing’s certain: this is a story you’ll want to follow.
To stay up to date with all the latest news visit gustaffson.co.uk
Article By Thushara Chandrasiri, Photography By Debbie Ellis
