It started as a joke.
Stormzy began tweeting to fans, asking them to help get 'Shut Up' to the top of the charts in time for Christmas. After all, it could never happen… right? A joke, that's all it is. Christmas time, mistletoe and grime…
But then it starts trending. And it keeps trending. 'Shut Up' has now soared back into the iTunes chart, notching up a Top Ten place – and it's rising all the time.
So Clash got on the phone to Stormzy, and he rounds up a banner year with what could be one of the most remarkable stunts in British pop history.
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So are you serious about this?
I think it’s a funny little campaign. I’m serious, though – you never know. Crazier things have happened!
Very true. Rage Against The Machine got to number one.
Exactly. That’s what I’m saying – if we get a little momentum and the fans are up for it… then yeah, man! It’s power to the people at the end of the day.
You were trending on Twitter earlier.
We seem to be trending everywhere! I think it’s one of them things that for all of my supporters who actually like the tune and everyone that likes the tune can support it and buy it. And also, for people who have never heard it or never even been introduced to my music or grime, to them it’s like: OK, there’s a fun campaign going on. I can see a lot of people are tired of the usual Christmas number ones, and I think sometimes people are looking for something else to back. You’re fed with the same options every year. So I thought, yeah – let me give them another option.
It’s been a big year for grime, so in many ways it would only be appropriate for a grime artist to be number one at Christmas.
Exactly. Out of all genres of music we’ve had the most improved year. Of course pop music is going to reign, but in terms of making an impact I don’t think nothing has made more of an impact than grime. So I think it’s fitting.
You have to set your sights high – and Christmas number one, in a commercial sense, is as high as it gets.
I could have said, let’s go for a Christmas Top 40 but nah – if you’re going to go for something, then you might as well go for something that’s the dog’s bollocks.
So are the X Factor winners your rivals now? Do you watch the program?
Nah, nah, nah. Sometimes I stream it, like if I’m on Twitter and everyone’s talking about it then I kind of want to see what the hype is about. So yeah, sometimes I tune in. It’s too routine. Every year they’re just going to get the Christmas number one. I wouldn’t even mind if I didn’t get it, so long as someone else did. Give someone else a chance!
Shake things up.
Yeah, man. Give them a little run for their money. Every year there’s a clear winner. So if they’re getting a little run for their money at least it keeps things nice and competitive.
Do you have a message for Simon Cowell, in case he reads this?
If Simon Cowell actually read this? I don’t know. I’d say: I’m here, man. He’s probably got wind of it already, but he’s probably thinking: this little guy from South London can’t destroy this empire. But yeah, man – slowly but surely I’m coming for him.
You don’t have any pressure on you, though. You’re like Leicester City just now!
I think he might be feeling a little bit of pressure, actually. Just a little bit. You know that little lump in his chest thinking: if that actually happened it would be flippin’ embarrassing. It’s all fun and games, man, it’s all fun and games.
You’ve had an amazing year, what highlights spring out at you when looking back over 2015?
The KOKO show was amazing. My Australian tour was amazing. I’ve always wanted to tour there and it was sick. The Top 20 with ‘Wickedskengman’ was a complete rush. So yeah, man, it’s been a good year.
‘Wickedskengman’ was a freestyle, as well.
Yeah man, it’s crazy!
That in itself is a sign of how far grime has reached into the mainstream this year.
Exactly. That’s what I’m saying. I feel like, with everything that’s going on right now, I don’t think it makes sense for any grime artist or anyone from underground culture to aim small because we all need to be aiming big. As ridiculous as it sounds when I say I want Christmas number one, the reason I’m doing that is because if we’re really here to make an impact, to shake things up and say ‘yes, we are respected’ then why not go for these respected positions? Christmas number one is the most talked about thing and it’s all over the media. If you’re viable and you’re the guy who can get Christmas number one… if that’s what we think we’re about then let’s get ourselves in that position.
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This year I’m going to try and make it big, I’m going to pull out all the stops.
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Why has 2015 been so special for grime? Why are people listening now, who perhaps weren’t listening before?
I think it’s just us knocking on the door. Fortunately for me I’ve come in at a good time and I’ve been able to make an impact. But I feel like it’s been years in the making. A lot of genres come up straight away, but you’ve had Wiley, Skepta, Chipmunk, all these people doing their bit for myself and all these other new generation artists to come up after.
Are you a big Christmas fan?
I am, you know. Strangely enough. I love the build up to it, I think the day itself is a bit of a let down. The build up with London at night with all the lights, everywhere playing Christmas songs. I love all of that. It’s a good spirit. It puts everyone in a good mood. I like the whole essence of it. This year I’m going to try and make it big, I’m going to pull out all the stops.
Is it a family thing for you?
Always, man. Always, always, always. It has to be. Friends, as well. So I’ll go to my friend’s house, as well, go eat some of their Christmas dinner.
Have you done your Christmas shopping yet or are you a Christmas Eve kinda guy?
I’m definitely a Christmas Eve kinda guy. That’s me all over. I think that’s what makes it fun. When you do it early it makes it a bit shit. You’ve got to go on Christmas Eve and get the rush, the adrenalin.
So you’ll be charging down Oxford Street on Christmas Eve, then?
I might go for Westfields, to be honest. It’s more of a rush there. I like to live life a little bit on the edge, so I go there. It’s a bit more fun than Oxford Street.
We’re running out of time, so we’d better finish by asking: what’s your favourite Christmas song?
Chris Brown. His Christmas song.
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Fancy getting involved? Purchase 'Shut Up' HERE.
