M&C Saatchi Talk
Mon, 12 Dec 2022 10:45:27 GMT
Currys is rapping up the nation’s Christmas with the launch of an original tech-filled festive drill track, ‘Merry Techmas’, penned and performed by a Currys store colleague and released on the @currys TikTok channel.
‘Merry Techmas’, is an electrifying jingle-bell rap penned and performed by Currys expert store colleague, Raphael Barnett (36) and features a backing track that samples the real sounds of the amazing tech available in Currys’ stores.
Business customer manager by day and superstar rapper by night, emerging lyricist Barnett, aka Raphael 3Style, both wrote and ‘vocalled’ the Currys song. Raphael has been working at Currys Staples Corner for over 10 years and rapping for over 17 years, and is known amongst his colleagues as a budding talent, as well by the likes of social media star, Chunkz, who re-shared one of Raphael’s raps onto his own Instagram channel celebrating his bars and lyrics.
While in previous years the soundtrack to Christmas has been driven by tear-jerking brand Christmas adverts or Cliff Richard and Mariah Carey, Currys’ colleagues thinks it’s time Mariah moved over to make room for some fresh new talent. The UK’s largest tech retailer has got behind Raphael’s track, which is as heavy as the appliances it sells, releasing it on its TikTok channel. Raphael’s ‘Merry Techmas’ lyrics make reference to a range of products, or better known to us now as ‘tech-struments’, and call out his colleagues’ real tech expertise. The video that accompanies the song was also filmed in Currys’ Staples Corner store and stars a crew of Raphael’s colleagues busting some moves and cheering him on as he performs throughout the store.
Greg Longman, producer at iSite TV worked closely with Raphael to bring his track to life, creating the full backing track using only sounds from everyday appliances. The beat samples kick and snare sounds from a washing machine, hi-hat patterns from the tap of a laptop keyboard, and ‘beeps’ from a microwave. A beard trimmer and vacuum cleaner sounds feature, as well as TV interface notifications, adding audio effects to the instrumental. However, sadly, the sound of an actual drill didn’t make the final cut.
Raphael’s lyrics have been cleverly written to nod to products available at the UK’s largest tech retailer, as well as advice on ‘keeping your tech healthy and VR games to make you look stealthy.’ He also references how Currys is proud of the advice on offer from its 11,000 real colleagues and sees this as a real USP when some of its pureplay competitors lack a real human touch.
Other lyrics include, “It’s Christmas Time, The gifts are Ps, You wanna save money, Get affordable tech, any day of the week, When you shop at Currys” and “Get Crimbo smashed, get 4k TV for a football match. Smart watch on the wrist of Keisha & Becky. Expert advice when it all gets techy.”
After years of the soundtrack to Christmas being driven by brands such as John Lewis, it seems 2022 is fast becoming the year of the TikTok Christmas carol. Merry Techmas joins an array of bespoke festive tunes being released by brands and influencers on social media, with festive floor fillers being launched by sustainable deodorant brand Fussy, whose video features Deborah Meaden joining in with a troupe of armpit farting Christmas carol singers and Paddy Power, who have teamed up legendary England footballer Peter Crouch with Britain's Got Talent winner Paul Potts on an album of orchestral festive chants.
The Currys’ colleague offering is also not the only drill track this Christmas, with YouTubers Sidemen having split into two teams for their Christmas Number 1 bids. A trio of former Rare video games employees have also created a retro themed track, called ‘A Video Gaming Christmas’ and the UK is still eagerly awaiting the annual offering from blogger and TikTok star, Ladbaby. The Currys’ colleague-led TikTok video features a nod to the growing trend, taking a gentle jab at previous festive TikTok offerings by ending with Raphael biting the head off a Percy Pig after delivering the line “Tell Spencer, no fire can melt me.”
Raphael Barnett aka Raphael 3Style, business manager at Currys Staple’s Corner said: “After working at Currys for over 10 years, I know all the products inside out, and wanted to celebrate the role that tech now plays in everyone’s lives. I loved getting ‘tekky’ to craft a track that highlights all of the products and services we offer and I’m proud to be using my creativity for something worthwhile, with proceeds from views of the video going to those affected by digital poverty. The Official Chart Show and Peter Crouch better watch out this Christmas, as this tech-filled beat will be aiming for top spot as the nation’s number one!”
Ian Neil, production director at iSite TV commented, “It’s been electrifying to be a part of this Currys campaign. Mashing different tech sounds together to create a unique track has been a first for us and we can confirm that no electrical drills were used or harmed in the creation of Currys’ Merry Techmas drill. We think we’ve got a bit of a festive banger on our hands and hope everyone ‘taps their feet and bops their head to this tech-nical beat’.” It’s been a real team effort and it shows.
Dan Rubel, brand and marketing director at Currys comments, “The passion that our colleagues have for the amazing tech we sell is Currys’ secret sauce, and Raphael’s lyrics showcases this by the bucketload. What an amazing talent he is and hats off to the Staples Corner colleagues who went all in with their involvement in the TIkTok video. With 11,000 people in our stores right up and down the country, this is just the beginning of us going behind the scenes to harness the voices and talents of our brilliant colleagues.”
‘Merry Techmas’ is available to watch on the Currys TikTok channel and proceeds from each video view will be donated to a digital poverty charity to help families that lack access to even the most basic tech devices and services.view more - Creative
Genres: People, Music & Sound Design, Comedy
Categories: Retail Stores, Retail and RestaurantsM&C Saatchi Talk, Mon, 12 Dec 2022 10:45:27 GMT