Johnny Borrell’s label celebrate having the 15,678th best-selling album of 2013 so far

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From The Stiff Records’ website. This is how you turn a slightly embarassing situation into a tongue-in-cheek response, and getting some great press out of it, too.

Stiff Records is proud to announce first week sales figures for its latest album – Johnny Borrell’s ‘Borrell 1’ – of 594.

‘Borrell 1′ is the début solo LP from the former Razorlight vocalist and is the first new album on the highly prolific Stiff Records since 2007.

That last album was the multi million-selling two-volume set, ’30 Years Of Stiff Records’ (although admittedly that was a free cover-mount with ‘The Independent on Sunday’).

“First week sales of 594 makes ‘Borrell 1′ the 15,678th best selling album of the year to date,” comments a Stiff spokesperson. “So far we’ve achieved 0.00015% sales of Adele’s ’21’ – and 0.03% sales of this week’s No. 1 album from Jahmene Douglas – so we feel like it’s all to play for as we move into the all-important week two.”

“We might even break the Top 100.”