Chart expert says success of the novelty group is more a sign of a decline in the importance of Christmas number ones than an indicator that musical standards are slipping
The husband-and-wife duo extended the seasonal dominance of their sausage roll-themed novelty songs after “Food Aid”, a reworking of Band Aid’s 1984 charity single, “Do They Know It’s Christmas?”, finished narrowly ahead ofIn doing so, LadBaby, the name adopted by Mark Hoyle when he began vlogging parenting life hacks after becoming a new dad, beat The Beatles’ long-held tally of four Christmas number ones, earned in 1963, 1964, 1965 and 1967.
Charts expert James Masterton said LadBaby’s festive dominance was “more accurately a symbol of the decline of the actual significance of Christmas No 1 and the belief that it somehow marks a barometer of the state of popular music” than it was a sign of a fall in musical standards.: “I think you’d be hard pressed to say Renee and Renato, St Winifred’s School Choir, Mr Blobby and Bob the Builder represented the true spirit of their respective musical ages.
YouTuber Mark Hoyle, together with wife Roxanne, began their run of Christmas chart success with “We Built This City” in 2018, repeating their surprise chart-topping feat with “I Love Sausage Rolls” the following year. Proceeds from their sales go to food bank charity Trussell Trust. The joke may be wearing thin with record-buyers. “Food Aid” topped the chart with 65,000 sales, well below the 157,000 racked up by 2020 hit, “Don’t Stop Me Eatin’.”The fastest-selling single of 2022, “Food Aid”, recorded with consumer rights advocate Martin Lewis, marks a more serious turn for LadBaby. Amid the sausage roll references, the lyrics warn that “Christmas lights aren’t flashing, Because people can’t afford the bills”.
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