This video was made to improve James Arthur's public image, previously he'd been having a lot of bad publicity especially from the LGBT community as his lyrics had contained offensive slurs which they didn’t appreciate. This also caused other people to dislike and resulted in him handing over his social networking accounts to his management.
James Arthur uses this video to show that it's possible for a wide variety of people to enjoy his music, initially he walks up to a stage outside of a pub and is performing on the stage with no one listening. The musicians behind him are of different ethnic origins than he is, showing they can be involved with and enjoy his music too. Throughout the video it cuts to clips showing people of different ethnic origins and age groups. Towards the end of the video all of these people surround the stage and start dancing along with him whilst he's performing, it shows all of them having a great time and continues to focus on the different social groups enjoy the music & interacting with one another, which is something that wouldn't usually happen if they weren't there relating since they're both enjoying the music.
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