Release
Whilst the United Kingdom took little interest outside of Slade's fanbase, in Belgium, the album peaked at #1 on the telemoustique albums chart.
Despite not being directly released in Belgium, Slade fans in the country were buying imports from Britain. As the album was not directly released, the album was unable to have "chart return" and qualify for the Belgium sales charts. As a result, the Belgian fans voted the album number one in the chart used by Telemoustique (the only Belgium rock weekly) which was compiled by fans voting for their favourite records.
The album also topped the daily chart on Belgium radio Impedance, a top twenty show that is compiled by listeners phoning the radio station with their votes for their favourite albums/singles. "Return to Base" topped this chart several occasions. As a result of the big reception, plans to release the album officially in Belgium via Warner Brothers Records were made. With these plans, the album was released officially in Belgium, eventually climbing to number one there.
In a 1980 fan club interview, Noddy Holder spoke of the success in Belgium. "What happened in Belgium was that "Return to Base" was available on import, and it started to climb the import charts. I don't know why, it was as much a surprise to us as it was to anybody. Warner Brother Records then said to us, due to it starting to show some action, would we want to release it over there as a major release. We thought "why not?" - and now it's the number one album over there!"
In a 1980 fan club interview with drummer Don Powell, Powell was asked about how he felt when he heard of the Belgian success. "When I heard the news I thought "what!". I mean, we have not been to Belgium; it must be at least six years since we've played there."
As a result of the album's success, an exlusive single to Belgium was released with Chuck Berry's "I'm a Rocker" being the a-side. The song topped the belgian charts. Holder was asked how it became chosen as a single. "Well that was the track that was getting the most airplay from the album. But it's not just a case of that applying in Belgium - we've had so many people writing to us asking why we've not released it as a single. "I'm a Rocker" is not even one of our songs though - it's a Chuck Berry number."
Shortly before the release of the album, the Slade fan club newsletter editor Dave Kemp stated how he felt on the rough copy he had heard. "Having heard the rough copy of it, all I can say is that it's amazing, totally different to anything Slade have done before, you'll love it."
The album was voted #2 of the top three Slade albums in the Slade Fan Club Poll of 1979.
Read more about this topic: Return To Base
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