05 Dec 2023
When Vicky Arlidge released her first album of music for young children in 2015 she had no idea that eight years later it would have reached 96 million streams, the threshold for receiving a BRIT silver disc.
“When I looked to see who else had received silver discs in the last couple of months I found Stormzy, Justin Bieber, Madonna, Pink and one of my favourites – Sam Ryder. I’m in very good company!” she said.
Vicky, 52, went on to produce a further seven albums which collectively have amassed 405 hundred million streams worldwide. “I think I must be a household name, but only if that house has young kids in it!”
Despite her success, her albums had humble beginnings. “I recorded them in my living room at home. I would have to steal moments when my baby son was asleep and my two-year-old daughter was at nursery. I was also extremely sleep deprived. I’m not sure how I did it looking back now.”
Vicky’s albums have attracted celebrity fans and even a royal audience. “I’m pretty sure Gorka (Marquez) and Gemma (Atkinson) from Strictly are fans because Gemma posted a video of herself on Instagram singing along with my version of Incy Wincy to her baby daughter. And a friend of mine was neighbours with Wills and Kate at Kensington Palace and passed on one of my CDs as a gift for Princess Charlotte!”
With thousands of children’s albums out there, what is the secret to Vicky’s success?
“When my children were young I couldn’t find any kids albums that weren’t annoying. Either the vocal style was over the top or patronising or the musical accompaniments were very basic with no live instruments”. Vicky had already had a lot of experience in writing music for children, having composed the soundtracks for over 240 TV programmes for Channel 5’s Milkshake.
“I decided to make an album of nursery rhymes with a very simple, calm vocal style with good quality accompaniments using live instruments rather than nasty samples”. Her plan worked and she soon found herself at the top of the Amazon tree with friends reporting that Alexa was selecting to play her version of well known nursery rhymes when requested.
“I simply set out to make an album that parents could cope with listening to multiple times, as their children shouted out ‘Again, again!’ said Vicky.
Vicky, who used to run weekly music classes for babies and toddlers, is passionate about the beneficial effects that music can have on young children. “Music has the ability to change your mood which is incredibly powerful. It can help to calm a child down or encourage sleep.”
“Music can also help your child to learn” added Vicky. “When my daughter was about 18 months old she couldn’t count to ten but she could sing ‘1,2,3,4,5, once I caught a fish alive, 6,7,8,9,10 etc’ This showed very clearly that adding melody and rhythm to speech can make learning much easier.”
Vicky went further with her album ‘Tunes 4 Toddler Tantrums’ in which she composed songs to specifically help prevent tantrums. Songs about getting dressed, doing your teeth, getting into the buggy or the bath etc “I can’t claim that it will work every single time” she laughed “but if it helps reduce tantrums at all that’s got to be a winner for parents!”
And she does seem to have achieved what she set out to do. “I’ve been so touched by the messages I’ve received. I know how difficult the early years can be so to know that I’ve helped in some way is wonderful.”
In 2017 Vicky started a youtube channel ‘Sing and Learn’, having taught herself how to produce animations for her songs. “Animation is a laborious process but I love it. And now I’m reaching a whole new ‘visual’ audience with 4.5 million views currently each month” she said.
So what does the future hold for Vicky? “I’m planning to move away from children’s music for a little while and do something that I’ve been meaning to do for decades – write a musical! If there are any producers out there who’d like to get in touch, my door is open!”
And lastly, the million dollar question. It’s well documented that artists find it very difficult to make money through streaming services but is Vicky Arlidge one of the few who do? “Well, I can’t afford a super yacht yet” she said“but if I ever can I shall name it ‘Row Row Row Your Boat’!”
Vicky Arlidge’s music can be found on Amazon, Spotify, Apple, iTunes and other streaming services. Her YouTube channel can be found at https://www.youtube.com/@singandlearn4781
Her animations can be downloaded at https://wayokids.com/sing-and-learn
