Rage against the same old Christmas tunes

For years the incumbent X Factor winner performs the UK Christmas Number One song. (In fact as sure as mistletoe goes with holly).

However this year, Rage Against the Machine unexpectedly clinched the top spot by 50,000 copies (total sales 500,000) against X Factor winner Joe McElderry’s version of ‘The Climb’.

Zack de la Rocha from Rage told BBC’s Radio 1 Chart Show:

“We are very, very ecstatic about being number one.”

The LA rock band’s track gained the greatest download sales total in a first week ever in the UK charts.

A Facebook social networking campaign described by de la Rocha as an “incredible organic grassroots campaign,” reminded record brands, as well as others, that it should be consumers who call the shots – rather than egg-nog latte drinking marketing qualified men and ladies dressed in black suits.

Jon and Tracy Morter a husband and wife team put the campaign together. In 2008 the Morters planned to usurp the X Factor Christmas top slot with a track from Rick Astley. Jon Morter said:

“If anything, last year was fun. This year it has gone stratospheric.”

We call the tune – he still wins

Last week, media impresario and X Factor judge Simon Cowell described the Morters social network campaign as “stupid.  This week he offered the Morters a job.

”I offered them jobs at my record company. It could be in marketing or even running the company!” he told the UK Daily Mirror newspaper.

Rage Against The Machine is signed to Epic Records, part of Sony BMG, the same label as McElderry – managed by no other than Mr Cowell.

Jingle more change this year for the people who really need it

A good cause – a great track

To celebrate their chart victory, De la Rocha promised that the band would perform a free UK concert in 2010.  Guitarist Tom Morello said that proceeds from the single would go to the homeless charity Shelter tying in with the Morters’ Facebook campaign that included an online link to donate to the charity, raising over £86,000 so far.

Fair in victory, realistic in outlook

Speaking to BBC Breakfast Jon Morter said that the X Factor winner would still probably climb to the top of the charts. “He’ll be number one next week without a shadow of a doubt. He’s going to have a great career ahead of him.”

A Christmas miracle or portent of bigger change?

There is an ever increasingly larger silent majority of cynical consumers who are frustrated by conglomerates often perceived as bull-dozing their wares into the public consciousness.  With this in mind, over the mid-term, the X Factor Christmas miracle, might emerge as the lone bright sign in dark, that many have been waiting for; heralding a new kind of marketing approach for the wise men in black suits bearing gifts for a brand new decade of the 21^st century.

Jonathan Gabay

www.brandforensics.co.uk

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