The Rolling Stones reveal new album Hackney Diamonds – in local newspaper advert
THE Rolling Stones’ new album title has been secretly announced through a local newspaper advert for a fictional glass company, Hackney Diamonds.
The clever marketing team at the Stones’s record label put the ad in the Hackney Gazette.
And they dropped a series of hints about the 31st studio album release from the band — Sir Mick Jagger, 80, Keith Richards, 79, and Ronnie Wood, 76.
They used a tiny version of their iconic tongue logo to dot the i in the brand name Diamonds — which is also a reference to the name of their recent 60th anniversary tour.
In the advert’s blurb, they name-dropped the Stones’ 1965 hit (I Can’t Get No) Satisfaction, Gimme Shelter from 1969, and 1978 track Shattered.
The font used for Hackney Diamonds is also the same as the one used on the 1978 album Some Girls.
The shrewd label team also included “established in 1962” on the fake advert, in reference to the year the group formed.
On the advert — which was published on page three of the East London newspaper on Monday — there is also a phone number.
A recorded message plays. which says: Welcome to Hackney Diamonds, specialists in glass repair.
“Don’t get angry, get it fixed — opening early September, Mare Street, E8. Register for a call at www.hackneydiamonds.com — come on then.”
The website is linked to Universal Music, the Stones’ record label.
The hotly anticipated record is the first the Stones have released without their drummer Charlie Watts, who died aged 80 in August 2021.
It is also their first containing original songs since A Bigger Bang was released in 2005.
Long-time bassist Bill Wyman, 86, returned to the group on one track in tribute to Charlie.
The record will also feature drumming recorded by Charlie before his death and by stand-in Steve Jordan.
There are also cameos from Sir Paul McCartney and Sir Elton John.