Stormzy is hoping to beat the likes of Justin Bieber and U.K. X Factor winner Louisa Johnson to this year's British Christmas number one, with a viral social media campaign to get his freestyle "Shut Up" to the top of the charts.
Traditionally in the U.K., the number one single on Christmas Day is a coveted spot, throughout the years going to a combination of major hits and novelty charity singles. However, since The X Factor launched in 2005, the tradition has become pretty predictable, with the reality show winner taking the top spot every year with their debut single. Back in 2009, a four-year streak of X Factor winners reaching number one was broken by a social media campaign, which got Rage Against The Machine's "Killing In The Name" to the top of the charts on Christmas.
Six years on, 22-year-old grime MC and all-round south London hero Stormzy is hoping to repeat Rage Against The Machine's trick. His campaign #ShutUpForXmasNo1 is gaining steam: the studio version of the freestyle has climbed back up to 45 on the iTunes singles chart (it was originally released back in September), and betting agent Coral are giving him odds of 10/1 to make the number one spot by Christmas. For perspective, Justin Bieber currently has odds of 5/1 to take the top spot, and Adele has odds of 25/1.