Brit Beat: Inside the Cure’s Big Halloween Comeback: Concert, BBC Takeover and ‘Lost World’ Album

variety.com:

Mark Sutherland \It’s been 16 long years since legendary British alternative rockers the Cure last released a studio album, but the campaign for the band’s new outing, “Lost World,” has made it feel like they’ve never been away.

And the band has also returned “home” to the Fiction-via-Polydor label, which released the band’s recordings up until 2004’s self-titled album.

The most recent two Cure albums came out via America on Geffen, but Polydor Label Group President Ben Mortimer says he made it his “mission” to bring the band back to the record company. “I actually can’t believe it’s happened because it’s been a conversation that’s been going on for so long,” Mortimer tells Variety. “Robert Smith sits alongside Paul Weller, who we brought back to Polydor a few years ago, as one of those people who are really in the fabric of the label. [The return] has really energized the whole label and tapped into the soul of what we do.” Mortimer says “huge credit” should also go to Fiction Records Managing Director Jim Chancellor, “who has had a brilliant relationship with Robert for a long time.” Smith manages the band himself and Mortimer says the release plan came together over numerous emails featuring Smith’s trademark “all caps firmly on” style.

Key to the strategy was a suitably gothic Cure takeover of the BBC on Halloween, the day before “Songs of a Lost World” dropped, with a live session on BBC Radio 6 Music and a career-spanning BBC Radio 2 “In Concert” recording, which was also televised as part of a BBC 2 Cure night on November 2.