Following the recent release of his latest single ‘Reason’ –which has already seen major support across three of South Africa’s main radio stations; 5FM, 947 and Algoa FM plus A&R Worldwide’s Passport Approved playlisting and Amazing Radio play in the UK – South African alternative pop artistJames Deacon reveals the official video for his latest cut. Created by Run Jump Fly who has brought James’s vibrant energy and iconic look to life in a simple yet bold manner.
Speaking about the making of the video, James says “Shooting the music video for ‘Reason’ was one of the highlights of this year! Working with Tristan and Devin and the team at Run Jump Fly was such a good time! We shot in a studio and on location and used some pretty awesome DIY LED lighting rigs (shout-out to Lourens) to create some cool visuals. We were surrounded by a professional team with amazing ideas. Aiden Greeff (the dancer) blew us all away with his awesome moves and massive thanks to Michelle Leigh for the choreography! Shout out to the Run Jump Fly team and Aiden Greeff for making this all possible.”
‘Reason’ which was released on March 13th through Bad Future Records is Deacon’s first single of a brand new decade and perhaps his most tender to date, showing a lesser-seen side to the alternative pop artist.
James Deacon’s 2020 is off to a rollicking start and there seems to be no end to his musical prowess. His near-impossible vocal flow and expansive range rises and falls with the anchored chorus that’s underpinned by the push-and-pull of the melody and deep sub bass while the production is one of his slickest alongside independent label, Bad Future.
“Reason is the first song I’ve written that details romantic love. It’s my thank you note to a very important person who was the catalyst for my decision to quit my job and become a full time musician. The chorus is a thank you to her and the verses are about how we met and how she’s helped shape the man I am today,” Deacon confesses when asked about the track’s narrative and lyrical content.
By expanding his emotional arsenal and showing a side to the young singer-songwriter that we have yet to experience, Deacon displays a range to rival his contemporary counterparts.