Sam Fender has seen a chart boost following his Mercury Prize win for People Watching in Newcastle (October 16).
Following his victory, consumption of Fender’s third album has increased by 144.3% week-on-week. People Watching (Polydor) surged into the Top 20 (a climb of 58 places to No.17) with 5,327 units. His previous albums registered double-digit consumption growth in the past week.
The People Watching album has sales to date of 231,768 units (official Charts Company) – the highest for a new domestic album release in 2025.
Following Fender’s televised Utilita Arena Mercury Prize performance of People Watching, the album’s title track and lead single re-entered the chart at No.28 with 11,030 units – a 194.1% week-on-week increase in consumption. The single, which peaked at No.4 in late 2024, has total consumption of 613,994 units.
The chart boost for Sam Fender is also down to campaign activity for a new deluxe version of People Watching. The expanded edition with eight new tracks will be released on December 5.
One of those tracks was released immediately following the Mercury win – Talk To You feat. Elton John. The collaboration with Elton John on piano has made a chart impression with a No.20 debut (12,887 units) to become his seventh Top 40 hit.
Fender’s deluxe album will also include Olivia Dean collaboration Rein Me In, which has returned to the Top 10 (No.10) with consumption up 3.3% week-on-week. It has consumption to date of 472,422 units.
Dr Jo Twist OBE, CEO of the BPI, said: “The City of Newcastle and its people really took the Mercury Prize and all the featured artists to their hearts to help make this year’s event as truly special as we all hoped it would be, and more. Our profound thanks to them and our congratulations also to Sam Fender and to all the artists for their brilliant Albums of the Year and their memorable performances – it’s wonderful that they are already benefiting from the ‘Mercury Effect’ through all the media coverage and far-reaching engagement across social channels. We hope they can continue to build on the unique platform the Prize provides as they build their fanbases and connect with a wider audience.”
YolanDa Brown OBE DL, BPI chair, added: “All of us at the BPI want to also sincerely thank our valued partners Newcastle City Council and The North East Combined Authority for being such perfect hosts to this year’s Mercury Prize, along with Generator for organising such impressive Fringe events – I will personally never forget the Mini Mercury Choir charming us with their performance of People Watching as visitors arrived at Newcastle Central Station on a dedicated LNER Service. We hope that along with the feel-good boost of the past few weeks, the City can also benefit from a lasting cultural impact their commitment deserves.”
PHOTO: JMEnternational/Getty
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