Why Is SLEEP TOKEN So Big? Their Manager Responds

Sleep Token is undeniably massive at this point. The top five Sleep Token songs on Spotify alone have over 750 million combined streams (which was certainly helped by The New York Times), their new record Even In Arcadia was popular right out of the gate in both the United Kingdom and the United States, and they pretty much immediately sell out tours upon their announcement.

So why the hell is Sleep Token so big? According to Ryan Richards, CEO and artist manager at Future History Management, in an interview with Music Week, it's largely about putting the art first: "For us, the key has always been letting the art lead.

"Sleep Token haven't built their world through traditional media or personality-led activity – it's all been about creating something immersive that people feel part of. The intention behind the music, the visuals, and the live experience all works together and invites a global audience in without ever compromising who they are."

That and I think people forget that Sleep Token isn't just an overnight sensation. Sleep Token debuted in September 2016 with their single "Thread The Needle" with their One EP following a few months later. Sleep Token is also really good at cultivating a community, considering they're not out there playing 100+ shows every single year (shout out to Setlist.fm for the stat).

Richards later added that he feels rock music is back, citing Welsh metal band Those Damn Crows and their success: "Those Damn Crows' No. 1 was another sign that rock is genuinely having a moment again. Fans are responding to bands who bring honesty, huge songs, and a proper connection with their audience. The UK has always had a powerful rock culture, and this year has shown just how strong that foundation still is."

As for rock being back, it's hard to deny that the genre is certainly having a moment. One such indicator is Even In Arcadia selling 47,000 vinyl units upon its release, making it the highest-selling hard rock vinyl of the modern era. That record had already been set earlier in 2025 when Ghost sold 44,000 copies of Skeletá on vinyl. So clearly rock ain't dead if records are being set and broken within the same year.