Joe McElderry has released the video for his new single, Phantom of the Discotheque, filmed in North Shields, as the track climbs the charts.
The former X Factor winner and his troupe of dancers and extras took over Salt Market Social in North Shields, turning the venue into a rave for the shoot.
Single soars on iTunes
The song was released on Thursday and by the same evening had reached number 16 in the iTunes top 100, marking Joe's biggest hit in some time.
Fans have already declared the track "perfect for Eurovision," with many praising it as his best single yet, even surpassing his summer release Love Me Out Loud.
Video concept and inspiration
Speaking to ChronicleLive about the video, produced by local company CREW GAL Creative House, Joe explained: "The idea is that the Phantom is an invisible force and the beat of the music that makes the crowd lose control. We wanted to try and play on the discothèque/rave elements of making it all dark and mystical and making me the character that takes over the crowd."
He added: "They are nods to films like The Matrix and Batman; leaning into Halloween slightly, but not too costumey."
Reaction and future plans
Joe said: "I'm thrilled with the reaction. It's a different kind of style and music to what I've doing of late and, with the reaction to Love Me Out Loud in the summer, I wanted to try and carry on that kind of train, but bring in the elements of musical theatre and opera that I've had during my career."
The single blends opera, a catchy hook, pulsating beats, and drama, marking a new direction for the 35-year-old singer from South Shields.
