Former ‘X Factor’ star Jai Waetford continues to chip away at his music career, dropping his first music release in a little over 12 months.
But credit where it’s due to his label Sony, they’ve stuck by him since his appearance on our screens back in 2013, allowing him the time to develop his look, his sound and his craft (he co-wrote the new song).
Released today, ‘Living, Not Dreaming’ is only Jai’s fourth single release, but it marks a real progression in sound for him, moving away from the guitar-based numbers of the past and into a more stylish pop direction, with hushed dance beats and soft vocals. He’s after the same listeners as Bieber, it would appear.
The clip’s a fresh, summery affair, big on the use of drones to capture some amazing footage as Jai cavorts with his young female co-star.
If just five percent of his 470,000+ Facebook followers bought the single in the next week, he’d have a number one hit.