Less than 24 hours have passed since Matt Terry was crowned the winner of The X Factor 2016 and there are already some negative accusations being thrown about.
Terry, who won by 8% over fellow finalist Saara Aalto, is being accused of using subliminal messages to win the show.
For his final song he sang One Day I'll Fly Away - a choice which is at the centre of a new conspiracy theory. Although the song was first released by Randy Crawford in 1980, it has recently become popular again thanks to the 2016 Christmas advert from John Lewis.
While he could certainly be forgiven for choosing a popular song, the conspiracy has stemmed from the fact the advert with the very song he sang was played multiple times during commercial breaks in between segments of the show.
Viewers are accusing him of using "subliminal messages" to win the show.
https://twitter.com/RaeCarpenter/status/808066696418390021
https://twitter.com/whatsamata8/status/808106249996869632
https://twitter.com/drinckx/status/808066695076122624
https://twitter.com/aaronmikeyhall/status/808059378775556096
https://twitter.com/robpw2/status/808057665008046080
https://twitter.com/SueCSylvester/status/808057428591919105
Earlier on Saturday night, viewers had noticed another so-called 'subliminal message' from Matt when the singer wore black while everyone else wore white.
https://twitter.com/DonWxm/status/807678753631535104
https://twitter.com/StaceyS_C/status/807683840361844737
The plot thickens.
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