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X Factor 2014 Final: A Fair Strategy or Favouritism?


As the three finalists prepare for The X Factor 2014 live final this weekend, the PR drive this week has been immense. What started with sixteen hopefuls eager to make their music career dreams come true now sees finalists Fleur East, Ben Haenow, and Andrea Faustini fighting to be crowned X Factor winner 2014.

Image Courtesy of Dave Smith, flickr. com

Image Courtesy of Dave Smith, flickr. com

The Publicity Drive

Having made it down to the final three, it’s no surprise that the contestants are doing all they can to push themselves to the front of the public eye in preparation for this weekend’s show.

With the contestants being interviewed across the media spectrum, touring up and down the country and even finding time to guest edit part of The Sun, the PR for the show seems to be going from strength to strength. Media coverage for the upcoming final is coming in thick and fast across all platforms, discussing everything from who will take home the one million pound recording contract, to the guest stars performing this Saturday night. But is the PR drive all a bit much?

In a final PR push, each finalist has a ‘battle bus’ in which they are travelling around the country meeting fans and driving as much support as possible in preparation for the weekend.

Ben and Andrea teamed up with The Sun to guest-edit this week’s TV biz section, whilst both Ben and Fleur have heavily featured on BBC Breakfast and Global Radio in a bid to drive votes.

Speculation surrounding the 2014 winner’s single, rumoured to be in aid of children’s charity ‘Together For Short Lives’,  is also driving additional press coverage. Although there’s no final word on what the song will be, the anticipation has everyone talking.

Drawing in votes no longer comes down simply to the live shows, but is heavily influenced by what the contestants can do to improve their publicity outside of their performances. While the strategies for each contestant have varied, they are all getting the media coverage they need in the run up to the final.


You may have noticed the PR campaigns for both Ben and Fleur are somewhat enhanced compared to Andrea’s. My guess is having Simon Cowell as your mentor is of great benefit at this stage of the competition.

This week Ben and his girlfriend featured in OK! Magazine discussing their relationship and a potential marriage proposal, whilst last weekend’s performance of Mark Ronson and Bruno Mars new, unreleased single, “Uptown Funk” by Fleur East has caused a well-publicised storm with the artist who has been forced to bring forward the release of his single by five weeks.

Andrea has by no means been neglected by the press however, I think it is fair to say a performance with a Spice Girls tribute act doesn’t quite live up to the media hype surrounding his fellow contestants.

It will be interesting to see what effect this has on this weekend’s votes.

Do you think the X Factor final campaign trail has been fair?

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