If you’ve switched on a Top 40 radio station over the past few months, we’re confident you would have heard one of the many hits pop star James Deacon has dropped over the past few months. While hits like ‘Renegade’ and ‘HERO aka Rich’ have been dominating the airwaves, fans have been waiting for the star to drop the track’s official music videos – and they’re finally here!
Today, James Deacon surprised fans by dropping the official music videos to both tracks. The videos see James once again joining forces with creative visionary and video director, Eric T Graham.
Speaking of the video for ‘Renegade’, Eric says the idea started out on a whim. “While waiting for a soundcheck (on the set of a livestream performance), James and I got bored. I was like: ‘Hey man, do you wanna shoot a music video in the building next door’. To which James trustfully and enthusiastically responded: ‘Yeah man, what do you have in mind?’. I was kind of surprised by how ready he was to shoot a music video, while I was actually just making a joke. Inspired by his optimism and willingness, we set out to the next building. I gave James an idea of where I wanted him to start his performance for the one-take music video and where I wanted him to end it. For the rest of the video he took full control of the environment and just made the space his own. We did one test run, followed by one take. That’s it. ‘That’s Renegade’.”
James explains that the video was so spontaneous and it’s that that gives the video it’s dymanic edge. “Whilst on a shoot for a completely different project, Eric T Graham had the idea to try and capture a one take performance video of ‘Renegade’. We decided to make it happen and found a space that had some character, and in 3 minutes we had finished the entire video!”
When asked about the track’s narrative and lyrical content, James confesses: “This is the title track of the EP, and it’s a loud, angry ‘F*%k you’ to all the haters. I never felt like I fit in at school, I never fit in working as a chef or a bartender and I never fit in selling insurance. This song is for the people who don’t fit in, because there’s nothing wrong with being a ‘Renegade’. This song expresses who I want to be. I wish I was a renegade or a war machine. I wish I was invincible and strong like that, but I’m not. This song is for all the people who feel like they don’t fit in.”
‘HERO aka Rich’ is easily one of James’ biggest hits to date. When it came to filming a music video, James chose to set it in the alien-like landscapes of an unused mine dump in the outskirts of the city.
James explains: “Shooting the video for ‘HERO aka Rich’ was amazing! We drove out to an epic location in Johannesburg and filmed the entire video in 45 minutes! When working with the incredible Eric T Graham it always ends up being almost more of a party and less work, because we are all so passionate about the music and the art that we make together!”
James adds that this song is incredibly special to him. “I wrote this song about my relationship with my brother that went from an inseparable bond and a decade worth of good times and life shaping events to an abrupt end in a fiery mess of emotions,” James explains.
As James celebrates the success of both tracks with the release of the music videos, the star confirms that he is currently finishing off his upcoming debut studio album which is expected to hit digital music platforms around the world later this year.