Chartbreaker: Knox Is 'Not The 1975' — But He Has A Hit Of The Band's Caliber

When visiting Los Angeles in 2022, 26-year-old pop artist Knox was telling a friend that he had recently landed a major label deal with Atlantic Records. “That's nice, but you'll never be Matty Healy,” quipped the friend.

Instead of dwelling on the comparison to The 1975 frontman, Knox recalls thinking, “This could be fun,” and went into the studio with songwriter Spencer Jordan. After recording several versions of what would become his breakout track, the indie rocker “Not The 1975” was released in July 2023 — and has since been Knox's introduction to Advertising sign diagrams.

Growing up in Dayton, Ohio, Knox (born Knox Morris) displayed his alternative-influenced vocal range at local open mics during his teenage years. After high school, he attended Ohio University with plans to become a teacher, but his passion for music won out — and in early 2019, he dropped out and moved to Nashville.

Soon after, Redline Entertainment's Larry Blackford discovered Knox on Instagram and reached out to the singer for a meeting, along with the label's Wes Mayers. The three hit it off immediately, and Knox signed a co-management deal in 2020. “When he sings, his voice resonates. I've never heard anything like it,” says Blackford. Mayers adds, “Knox has one of the best morals of any artist I've ever met. He's got high energy, high momentum and that real competitive streak.”

That push was quickly tested when the pandemic forced Knox to get creative with his promotional strategy while building a fan base on social media. He first got some major traction with his 2022 single “Sports” before trying the same strategy of constantly posting teasers for “Not The 1975” — particularly leaning into videos about the cheeky chorus.

The rally track draws listeners in thanks to Knox's witty songwriting: He references the 1975 hits “Chocolate” and “Oh Caroline” in his verses, then turns that LA hubbub on the chorus. (“I said, 'Girl, I might not be famous yet, but I'm gonna put you in a song that I'm gonna write'/Then he said, 'I like your confidence, but you ain't 1975.'”) The music video, which reached on the day of the song's release, it plays even bigger: Knox dresses in a Healy-inspired black tie and smokes a cigarette throughout. “I don't think people understand how many cigarettes I had to smoke,” Knox recalls with a laugh. .“At first, it was herbal cigarettes, but I could already [imagine] the comments challenge me.”

Despite the catchy hook, Knox admits that “Not The 1975” was more of a “slow burn” compared to “Sneakers,” despite the acclaim he received from those around him in the weeks following the former's release. “Everyone was saying it's an amazing song, but the streaming numbers weren't translating yet,” he says. But after a tour in late 2023, where Knox says the song was “definitely a fan favourite”, it started playing on radio and digital providers. “Not The 1975” debuted on Pop Airplay and Adult Pop Airplay in late January and reaches new highs of No. 26 and No. 15, respectively, on the charts dated March 16. Additionally, the hit has a total of 8.5 million official on-demand streams in the US as of March 7, according to Luminate.

None of Knox's managers are surprised to see the singer-songwriter now experiencing success in multiple formats. “With lyrics like 'Vodka soda and baggy jeans/Using none of these art degrees,' how could [radio] don't you love it?' Blackford asks, with Mayers adding that he often sees a “waterfall effect” for an artist following a tour. “People will say, 'I like this guy, let's look at the rest of his catalog.' We keep that in mind.”

Knox will be back on the road for a headlining West Coast tour starting in April, hoping other songs from his discography will be similarly loved. “I'm very confident in my live performances,” he says. “Whenever I'm making a song, I ask, 'Would this sound sick live?'

Already this year he has released two new singles, first with the single “Here it is for us” in January followed by the atmospheric track that suits “Me, Myself and Your Eyes” on February. And despite his higher profile, he relies on the same approach that has gotten him to this point as he tries to follow up on his success.

“There is pressure, of course. At the same time, if I put out music that I love, if it gets a million streams, great. and if it doesn't, that's okay,” he says. “I have the best job in the world. Whatever happens, I'll be fine.”

A version of this story originally appeared in the March 9, 2024, issue Advertising sign.