Even before the Grammys recognised him, Burberry was already zeroing in on James Bay's talent
By way of the Brits, if 2014 was the year of Hozier, than 2015 was the year of James Bay. While you were chanting to your mates to take you to church two years ago, it's likely that the past year had you pleading to yourself to just let it go — or perhaps, hold back the river. Figuratively, of course.
James Bay's a newcomer on the rise. With three Grammy nominations (Best new artist, best rock song for Hold Back the River and Best rock album for Chaos and the Calm), people often forget that the 25-year-old is just on riding on the wave of his debut album. Yes, his debut — so expect more from this emotive, rock-fuelled singer-songwriter.
While Bay's career really only took off last year, his name didn't sound that unfamilar on the fashion circuit's lips. Burberry — in all its British bragging rights-goodness — discovered him earlier on, way before the rest of the world did. Recruiting him in April 2014 to perform a stripped down version of Let it Go for their YouTube series Burberry Acoustic, the short flick sees a pre-fame Bay in Brighton, just a month short of officially releasing that single.
They followed that up by inviting Bay to perform When We Were on Fire on the runway at the Burberry Prorsum Womenswear Spring / Summer 2015 show, where models walked to the beat of his raspy vocals.
No matter how the Grammys unfold later today, we're confident that Bay is set for a long, illustrious career ahead of him. Whatever happens, remember that Burberry brought him to you first.