Each year a single is put forward to slay the corporate beast that is the X-Factor Christmas single. Previous years have thrown up established acts like Rage Against The Machine as worthy opponents. This year's contender is nearer to home and comes in the form of Salford's very own James Davenport, or Shinny.
It was in September, during the lead up to the Salford Music Festival, that I first heard that Shinny was preparing to release Christmas chart topping single. And calling it Christmas No.1.
I thought it was a great story, if not a little ambitious. I interviewed him prior to his first live performance of Christmas No.1 at The Salford Arms and he was full of ideas and brimming with enthusiasm (see here). Seconds after the interview, I had been converted and started to believe that the Christmas Number One might well be on its way to Salford for the very first time.
Since then the campaign has snowballed and Shinny's irrepressible personality has pulled in some massive support. He has focused his energies on promoting the single with a full-on multi-media push, including chatting and playing live on That's Manchester Channel, popping up on Mike Sweeney's BBC Radio Manchester show and via his own brand of regular online promotion, The Shinny Show...
Shinny admits that he is no stranger to flights of fancy, "People would always say, `This is the Shinny Show' when I was going off on one" he laughs. Now The Shinny Show is very real and he can be followed on his way to meetings and gaining the assistance of other well-known locals.
Former Shameless and Eastenders star, Jody Latham, is often along for the ride and lends his support and contacts to gain maximum coverage. Boxing legend Jamie Moore is another interested party, and he too is throwing his weight behind the project. Add to that copious video uploads of celebrities eager to add their (sleigh bell) ringing endorsement of the single. Vic Reeves, Nancy Sorrel, Right Said Fred, Jeremy Kyle and Will Mellor are amongst a disparate band of celebs sending their best wishes.
The Shinny Show is funny, daft and entertaining, keeping viewers up to date with all matters concerning the single, whilst giving an insight into his own life. Traffic wardens and Simon Cowell come in for stick as he goes about his business, and he ropes in unsuspecting by-standers and puts them on the spot.
The Salford Star will be there to witness the official, professionally shot Christmas No.1 video on 9th and 10th November. Amongst an eighty plus cast is Happy Mondays' Bez.
Those who witnessed Shinny on Come Dine With Me will be aware that he is no shrinking violet and won't be surprised to discover that he will take the lead in the pop promo.
From the initial novelty idea, the project has gone into overdrive and an assault on the festive charts is highly likely. However, to make sure it happens, Shinny needs your support.
Get involved, add yourself and your friends to the Christmas Number 1 group on Facebook (click here), which already has over 45,000 members, and watch a growing campaign unfold in real-time as it gains momentum.
Christmas Number 1 by Shinny will available for pre-download on November 5th and then released officially on 16th December.
Fifty per cent of royalties and download sale royalties will go to the Macmillan cancer nurse charity.
More updates to follow...
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