There are some that suggest that the magic of awards season has fallen away somewhat in our modern world. Are they right? Let's examine the issue via Relentless energy drink's (just the 50.6g of sugar and 160mgs of caffeine per can, folks!) lead brand ambassador Zane Lowe, who has - for the third year running - mined his BBC Radio 1 show's longstanding 'Hottest Record in the World Right Now' feature to create a 100 strong list that this week will be placed in order, from the least greatest, to the most greatestest.
Nobody of sound mind could contest that it needs to fall to somebody around here to work out what the greatest song of 2014 is. This is no superficial matter, dear reader. What could be more vital than finding out whether Sam Smith or Bastille represent the greater pop high of 2014? But more on that thorny issue later. Such countdowns are quite the en vogue thing at the BBC lately. You'll surely instantly recall that last year, to celebrate their first decade on air, BBC 6 Music compiled '6 Music's Greatest Hits', inviting Joey Public to vote for the 100 best songs released over that same 10 year span.
As one could perhaps expect, fans of the participating acts were keen to see their favourite songs do well, and so piled in to cast their ballots. Soon after, seeing an opportunity to deftly spin publicity from such good-hearted public service broadcasting, plucky acts realised they could use their Twitter and Facebook accounts to ask their fans to vote, possibly helping push them higher up the all important final league table.
Amongst said plucky upstart bands experimenting in these bold new promotional frontiers were London four piece Coldplay, who scraped together what votes they could from their 13 million Twitter followers and 38 million Facebook fans, in the process narrowly managing to nudge victory in the poll in their favour.
It might dismay you to learn that there were dissenting fringe voices within music journalism that had the temerity to suggest that Clocks by Coldplay isn't the greatest song of the last decade. Of course, such comical views will hold no weight here. They may even have suggested that Clocks by Coldplay isn't even the best Coldplay song of the last ten years, hotly contested race we all know that to be. Well if you manage to find traces of any of these voices then post their Twitter handles in the comments so we can all online bully the fuck out of them. We, of course, will stand together in our respect for the honourable decision of the ballot box.
So perhaps it can actually be true that Lowe's poll this week will come down to whoever has the most
Anybody choosing to suggest that this marshalling of fanbases may be ever so slightly turning the process into something other than a noble quest to determine the year's best song may at least be able to spare a thought for the management of Kasabian, who've only had 60 retweets so far for their 'Eez-eh' campaign, somewhat raising the possibility that even Kasabian's loyal fanbase have come to recognise it as 2014's worst song. It's an even more dire set of circumstances meanwhile at The Horrors battle HQ, who've managed to enlist just 13 retweets. Special mention must also be given to the social media interns representing Team Disclosure (12 retweets) and Team Metronomy (9 retweets) for not being sufficiently versed with Twitter to yet know that if you tweet your promotional message as a direct reply to @zanelowe, rather than as a publicly viewable message, none of your fanbase are going to see it. It's certainly not a mistake you'd catch Team Slipknot (246 retweets) making.
Congratulations then to Coldplay, whose prize is a valuable little moment of #Q4 publicity. Chris Martin will say something simultaneously lightly amusing and self deprecating, and will also be sure to mention how Coldplay have the absolute best fans in the world. All of the online voting commotion clearly points to the true purpose of our modern festive countdown: no night time radio show could ever hope to engage this many potential listeners by just sitting around and drawing up their own top 10 songs of the year list. There's a radio show to promote, and albums to sell before Christmas. Campaigning awards are here to stay. As the final winner is revealed on Thursday, we should celebrate the infallible methods these countdowns have of determining once and for all the greatest song of the year.