Sam Fender has a song on a Christmas ad. I forgive him because, let's be honest, even our most cherished modern North East storytelling bards have to pay the bills.

I also forgive him because "That Sound" broke up the endless, soul-crushing loop of Foo Fighters, Red Hot Chili Peppers, and generic insurance and broadband adverts on Radio X.

That Sound by Sam Fender

When you're stuck in traffic, hearing a bit of genuine Geordie drama come through the speakers is most welcome.

I have gone with "Play God" over "That Sound" for the 1000 songs list.

Play God by Sam Fender

It's a bit subtler, carrying that same kind of middle-of-the-road, easy-on-the-ears, sweeping indie vibe, but with a darker, dystopian feel.

Despite his massive success, stadium tours, and critical acclaim, he still seems like a genuinely nice lad. Rather than locking himself away in some gated mansion, he keeps his feet firmly planted back home in North Shields. He even took his trophy accolades straight down to his local pub, the Low Lights Tavern (where he was first discovered while working behind the bar), and had them converted into working beer pumps. You can literally walk in off the street and get a pint poured right out of a music award.

So, good ol' Sam survives the cull (I'm sure he'll be pleased) and makes it in for 2017 with "Play God."