The former boxer enters the final round of a great encounter against the establishment. Now is the time to download the track before the final bell sounds.
The Salford Star first featured James Davenport, aka Shinny, back in September when he launched his Christmas No.1 single at the Salford Music Festival. While the favourites for the top-spot had the ultimate platform and performed to millions of viewers live on TV, Shinny picked up his guitar at The Salford Arms. Those who thought it unlikely that the former fighter would be able to lay a glove on the establishment would soon be proved very, very wrong.
Within a few days of the debut performance, the online promotion was gathering pace and countless celebrities were keen to get behind the single. The Shinny Show soon became the must-watch upload on Facebook, offering a unique insight into a growing operation whilst having a decent sideline in random acts of silliness.
However, there was also a poignant aspect to the online material with Shinny openly talking about his sobriety and recovery from substance abuse. He is the first to admit that there wouldn't be a single without his commitment to recovery. Clearly impressed by his candid nature and inspirational story, Macmillan gave their endorsement to the bid to get the Christmas Number One. And Shinny agreed to donate a huge amount of the proceeds from the track to the charity.
When the single was ready for pre-download, the Facebook group had swelled to over 100,000 members. I asked Shinny if he always knew the track would catch on and challenge for the top spot, "Well, I thought we'd have good a chance because we had the public on our side" he said.
A movement had been created to provide a genuine alternative to the X-Factor and usual suspects punting their formulaic yuletide insincerities. Respected film director Chris Green soon became involved, and his team did a great job and delivered the definitive pop video of the festive season. It was a pleasure to be at the video shoot and receive a warm welcome from Shinny (sporting a Salford Star t-shirt) and his friends and family (see here).
The shoot featured an amazing all-star cast with cameos from Bez, Tina Malone, Jody Latham, Mike Sweeney and many others. The outcome was an outstanding professional video that will endure and will surely be aired on tv for Christmases to come. I asked Shinny how he was able to persuade household names to contribute. "They are friends of friends, really...Bez is involved with the anti-fracking campaign and they'd asked for my help with a few things. So, Bez returned the favour for Christmas No.1".
While the X-Factor's corporate juggernaut went into overdrive, Shinny had his own vehicle doing the rounds all over Greater Manchester. A clear highlight was seeing him with a megaphone causing bewilderment outside Salford Civic Centre, not to mention playing live at the MEN Arena alongside Robbie Williams and Busted.
Shinny's favourite memories of promoting the single?... "The video was great and I've loved the day to day involvement, but the MEN Arena was amazing; we smashed it. Loads of people said it was the best part of the night, which was incredible."
Interestingly, this appearance gave Shinny the distinction of being the first person to perform at the MEN Arena as both a boxer (on the Joe Calzaghe v Jeff Lacy undercard) and a musician.
With over 100,000 followers in the Christmas No.1 group, and with interest growing in the hugely popular Shinny Show Live, the next project could well be its transition into becoming a genuine television programme... "I've got a few ideas about that" he explains "The group name will change and we'll be using it to showcase local acts, showing them how to record their own stuff and make videos.
"Hopefully, one of them will challenge for Christmas number one next year!" he adds "Also, I'll be releasing my cover of Hurt on the channel. The strong connection with Macmillan will continue and proceeds from all future releases will be donated to the charity."
Christmas No. 1 is a top festive single and must for any yuletide playlist. The movement has been compelling, with Shinny proving to be an honest, entertaining and likeable character. Earlier this week he completed a course to become a volunteer mentor.
More importantly, the campaign continues to raise awareness and funds for a great charity. Shinny is clearly very proud of the single and his work with Macmillan... "It's a great feeling. They've been in touch and they're made up with how well it's going"...so made up that he appeared as a surprise guest at the staff Christmas party.
The Salford Star would like to congratulate Shinny on a great fight for the festive chart-topper and ask our readers to help out by downloading Christmas No.1 by Shinny. Let's help him deliver a knockout blow to the X-Factor...
Christmas Number 1 by Shinny can be downloaded from the following sites - he's keen to point out that you can download as many as you like! One last push to get the Salford Christmas Number One - for under a quid!
Amazon click here
iTunes click here
HMV click here
To view the ace video see previous Salford Star article - click here
Words by Ian Leslie
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