Video Analysis- James Arthur

At the start when James Arthur enters the scene which appears to be in a small town, there are groups of people visible in the area however none of the groups seem to be integrating with one another. Further, no one seems to recognize James Arthur as he heads towards the stage in the centre of this local town which appears to be near a pub. As he sings the atmosphere progresses as people engage more with the music. This song could be a representation of the journey that James Arthur has been through to becoming a pop star and getting to where he is today. Notice, there are a variety of subcultures within the music video in which there are different genders, ethnicities, personality's and ages perhaps suggesting that anyone can like James Arthur's music. For example James appeared to have a band, where the backing singers were black women and the other members were both black and white men who all seemed to be enjoying his music. This could be a way of James selling his music and targeting his music to all gender, ethnicity, personality and ages to the general public in order to help gain himself a wider and more diverse fan base. This is as opposed to just make doing with the fans he has gained whilst participating in ITV's talent content 'X Factor'. The fact that during the end of the song, the scene was set at night time and everybody seemed to be engaging with James and his music may well symbolize his sudden rise to fame 'overnight' almost quite literally. The message behind this song is a message to the fans perhaps indirectly thanking them for their support as the song title states, "You're Nobody Till Somebody Love's You" suggesting that if fans did not love and support his music nothing would have happened and he would still be living in his one bedroom bedsit. This song is almost a recovery to some of the comments that he had made which made him come across as homophobic. Aware that he may have lost a lot of fans from that meant that he had to comeback with a song that reached out to everybody telling them no matter who you are or where you come from my music can appeal to everyone.