3 reasons Emily Middlemas looks a strong X Factor winner bet
With three weeks of auditions and boot camp complete, the next step for the latest batch of X Factor wannabes is to make it through the six-chair challenge and continue their path to the live shows by reaching judges’ houses.
This seems a good time to take stock of what we have seen so far and the one name jumping out in the X Factor winner’s market is Emily Middlemas.
Here are three reasons to believe she is worth a bet at 10/1 to win the 2016 X Factor and make Simon Cowell the winning mentor for the fourth time:
Scottish involvement in the X Factor live shows has been minimal across recent series, with 2013 runner-up Nicholas McDonald the only one in the last six years.
In terms of regional voting, Scotland is among the strongest alongside those from Merseyside when it comes to getting behind their own.
The only slight issue is the number of Scottish acts among the favourites in the X Factor betting, with fellow younger female Caitlyn Vanbeck, alongside Ryan Lawrie and Jamie Hughes in the boys category also prominent.
Boys cancelling each other out
In terms gaps in the music market, there is arguably a space for a British equivalent of Justin Bieber at present. The issue is the large number of acts competing for this spot.
Matt Terry is the X Factor favourite at 3/1 and he would fit this mould, as would the aforementioned Lawrie and fellow boys act Freddie Parker. Then there is also The Brooks in the groups category, who are virtually twin Biebers.
If all of these make the live shows, there is a clear possibility of this selection of acts dividing up the vote from the younger female demographic.
A different type of female winner
There have been four female winners to date – Leona Lewis, Alexandra Burke, Sam Bailey and Louisa Johnson – and all are fairly similar in terms of their powerful vocals.
However, there is a growing number of commercial acts which have the gentler and more sedate voices better suited to a style more in line with a John Lewis advert.
Having won the TeenStar UK singing competition in 2014, Middlemas comes from good stock. Former X Factor contestants Lucy Spraggan, Jahmene Douglas and Luke Friend also featured in the competition, as did Birdy.
All Odds and Markets are correct as of the date of publishing.