The big titles in November 2012 singles charts only serve to underline how different the fortunes of a synced single can be.Even as last month’s hits by The Lumineers (Ho Hey, E.On) and Paloma Faith (Never Tear Us Apart, John Lewis) started to slide from their October highs, their places were taken by two newcomers in the shape of Willy Moon’s Yeah Yeah and Gabrielle Aplin’s The Power Of Love.
Both debuted in Week 45 at numbers 34 and 36 respectively. But a characteristically bouncy Apple iPod spot was not enough to break New Zealander – and Jack White protégé – Moon’s self-penned dance pop tune into the Top 20. It enjoyed only one further week in the Top 75 before bowing out completely.
EMI/Parlophone ingénue Aplin, on the other hand, clearly reaped the benefit of being the artist attached to John Lewis hugely publicized Christmas campaign (see Feature elsewhere in this month’s edition of Adbreakanthems). But her wistful version of Frankie Goes To Hollywood’s December 1984 chart topper The Power Of Love appeared to tap a deeper vein too. Not only did it catapult her immediately into the Top 10 but lingered there for the rest of November as aggregate sales of the single topped the 120,000 mark.
Meanwhile our current Sync of The Month, Playin’ With My Friends by Welsh band Master Of France, hasn’t proved as immediately successful. Licensed by Ikea for the spot of the same name, this charmingly quirky version of a 1980’s blues tune by guitarists BB King and Robert Cray made its debut at 14 in the independent charts in Week 45 on digital label A&G but had already started to sink back at time of writing.