Educated effort: London Grammar's debut album has been well received.
From OK Go's viral videos, to perpetual pouter Lana Del Rey, internet music sensations are nothing new - and so often the hype outweighs anything the act can deliver, be it live or musical output. But then a band like London Grammar turns up to prove that entirely wrong.
The Nottingham trio recently landed the No. 2 spot on the ARIA charts for their stunning debut album If You Wait - now a favourite for the prestigious Mercury Music Prize. It's something guitarist Dan Rothman admits he's ''overwhelmed'' by.
''The Australian thing is easily the most extraordinary thing and we're always talking about it here at home,'' he says. ''People are fascinated by it, because it's one of those things that really did just happen through the internet and it shows how powerful that is and what it can do.''
But there's something a little different to the London Grammar story than just being named buzz band of the month. By the time the melancholia-laced indie-pop group broke with first tune Hey Now, which they posted on SoundCloud in December, they already had their full album in the bag.
''We made the record and recorded the whole thing before we had anything up online, so everything was more or less produced and recorded,'' Rothman says.
''I think loads of young bands, what happens is you put a song up online - like we did - but you don't have any other songs backing it up, so you get signed off the back of one song or there's a load of hype and you get radio play on one song and then you're in this position where you have to go record an album in six months to capitalise on the hype. And invariably a band can't do that because they're so young and inexperienced.''
It's a wise perspective from such a young band - Rothman, singer Hannah Reid and producer-percussionist Dot Major are all in their early 20s.
The guitarist, however, has already had his share of industry disappointment. When he was 16, he was in a band trying to land a record deal.
''I don't know if you know Bombay Bicycle Club? Them and another band, Cajun Dance Party. My band was playing in the same areas and clubs. And [the deal] happened for them, and I was always really jealous,'' he says with a laugh.
''When we started London Grammar, it was kind of a thing we did around Nottingham. And it gradually got more and more serious, then we started playing more and more shows.''
Much of the ado about London Grammar surrounds Hannah Reid's beguiling vocals. The singer, who admits that she's been physically ill because of stage fright, is the lynchpin to the band's sound and also sets them up to be the biggest plaintive pop stars since the xx.
With a live show to back up the accomplished album - which includes jaw-dropping moments such as the heartbreak ballad Wasting My Young Years - the trio are desperate to show Australia the kind of love the country has given the band. And you can bet that their first trip here - for the Falls Festivals - won't be their last.
''We're just babies in the industry and we're a very, very new band whose album has only just come out,'' Rothman says. ''We've got a long way to go and I think we're all very aware of that.''
London Grammar play the Falls Festival and Prince Bandroom, St Kilda, on January 9.