by Syd Briscoe |
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James Arthur is an odd duck of an artist - something his latest single 'A Year Ago' doesn't do much to clear up. After rising to fame as the most numerically successful X Factor winner in history, he soon ran into controversies around his lyrics (homophobic slurs and threats to "blow up your family like I'm a terrorist") and was dropped from his record label. He's since rehabbed his image somewhat (at least in the States), and been open about his mental health struggles. The downside of once again courting public favour is that it's left him with an extremely generic pop sound - characterised only by the rough edges of his voice. This promo from Tim Mattia presents the troubled singer as a relatable figure, haunted by the spectre of a lost love as he now traipses through life alone. The shots of grocery store yearning and desert contemplation are well composed and captured with a grainy grade which evokes the appropriate nostalgia... if only 'A Year Ago' was interesting enough for anyone to watch it twice.
Product Category: Promos
Territory: UK
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