Olly Murs aims to engage a broader male audience with new album
Olly Murs is looking to attract more male listeners with his forthcoming album Knees Up. He reflects on the perception of his music, questioning whether some men might think, “You know what? Olly’s new album ain’t too bad?” His concerts often attract predominantly female audiences. “I always laugh on stage and say, ‘Where are all the fellas tonight who got dragged in?’” Furthermore, Murs expresses a desire for greater recognition in the music industry, stating, “I’ve always been a bit of an underdog. In the industry and around my peers, I don’t think anyone holds me in any sort of regard,” reports BritPanorama.
The night before our meeting, Murs received the Outstanding Contribution to Music award at the Variety Club Showbusiness Awards. This accolade acknowledges his 15 years in music and entertainment, highlighted by hits like “Dance With Me Tonight” and “Troublemaker.” Despite this recognition, Murs laments, “But the last award I won prior to that was in 2013, and it was Rear of the Year. I would never normally say this, but I’m someone who’s had four No. 1 singles, five No. 1 albums. I’m currently three shows away from the 21 Club at the O2. But definitely in my industry, that vibe is just not there.”
Murs questions whether his light-hearted, personable style resonates with industry insiders. His new track, “Bonkers,” acknowledges his sometimes overwhelming nature, showcasing his blend of comedy and pop. “Cause the things that I think in me head / are comin’ out my mouth instead / say I can’t say it, and I’m gonna make a joke of it / super inappropriate,” he notes in the song.
“I know I’m a bit limited edition,” he asserts. “Might not be everyone’s cup of tea. I think I’m pretty normal in my head. But my fans, particularly my family and people around me, they say I’m a bit bonkers.” He attributes some of the industry’s reluctance to respect his achievements to the fact that he first gained fame through television. He first attracted audiences as a runner-up on The X Factor in 2009 and later co-hosted the show and served as a judge on The Voice from 2018 to 2023. “Listen, it’s been tough. People would never know that, but getting songs on radio in the early days was hard. I struggled. And people will think, Oh shut up. I did. There was a stigma with [The X Factor].”
In 2009, the same year Murs competed, a social media campaign aimed to prevent X Factor winner Joe McElderry from attaining the Christmas No. 1 spot, culminating in Rage Against the Machine’s “Killing in the Name” topping the charts. Murs recalls, “Yeah! This Rage Against the Machine mentality was everywhere. There was real anger towards people coming off TV and getting the success.”
We meet in a central London bar where Murs is as engaging as expected, despite recently becoming a father for the second time. He and wife Amelia Tank now have a daughter, Maddie, and a son, Albert. This new chapter in his life has prompted Murs to reassess his priorities as he marks 15 years in the industry.
Murs describes Knees Up as “Ollie. 2.0”, describing a blend of the artist he aspired to be and the man he is now: a settled 39-year-old family man. He states that the album features fun, energetic tracks, while BMG has afforded him the freedom to express himself authentically. “As in any walk of life, sometimes you just got to be a bit selfish. That can happen in relationships, in marriages – I just want to do what I want to do today,” he comments.
Murs hopes the album resonates with listeners as the recent Oasis reunion did, suggesting that there remains a significant audience for quality music. “Noel and Liam would probably say Olly Murs’s music is not proper music. But I love their music, and I’m saying there is a market out there of people that still love music, not just a 30-second video.”
The album delves into his personal life, particularly his experience of married life. Tracks like “Still Getting Used (To The Ring)” and “Save Me” reflect his growth and learning curve in marriage. Murs explains, “What would most guys do [after a fight]? You’d go straight to meet your mates, get a kebab, do some shots. And then the realisation of it when you have to go home.” He reflects on past mistakes with a relatable lens. “God, I would never leave an argument like that now. But I just feel it was a relatable concern.”
He credits his wife with helping him mature. “100 per cent,” he affirms. “I was a cheeky lad, boy next door, going out weekends. And I’m a pop star… But as soon as I met Amelia, that old life was just not it. I don’t need to go out any more.”
Despite his evolving priorities, he expresses a desire to reconnect with friends from his past. The track “Chin Up” champions male solidarity and addresses mental health struggles that many men face. “A few of my mates have had some real dark stuff happening privately… This song for me is hopefully a song that a guy can listen to and keep going, don’t give up,” he concludes.
Murs’s relationship with the press is central to his experiences, as explored in the track “Yesterday’s News.” While he acknowledges that his standing with the media is generally positive, he admits to feeling like “yesterday’s news” at times and addresses negative headlines in a light-hearted manner. “Olly, no-one loves you any more because you’ve not got a dad bod,” he reflects, discussing how such stories can overshadow personal achievements.
Looking back, Murs recalls the backlash he faced following a controversial tweet during a security scare in London’s Oxford Street in November 2017. He faced widespread criticism for mistakenly indicating a threat while hiding from the chaos. “What annoyed me was that it was made to look like I just went into Selfridges and decided to cause mayhem,” he recalls, contending that the attention focused on him was undeserved.
He explains that this incident still resonates with the public, as he often encounters fans primarily comprising women, or men speaking on behalf of their partners. He stresses the importance of engaging male listeners, encouraging them to feel comfortable approaching him. “I want more guys to know it’s all right. Just because I sing a few pop songs, it’s okay to come and say hello, mate. Don’t get scared.”
Knees Up is set for release on 21 November.
