Live Review: James Bay - O2 Kentish Town Forum, London 04/05/2022
James “Bae” doesn’t hold back the thriller!
Somewhere in between Ed Sheehan and Mumford and Sons you will find James Bay! He’s been that cheerful hunky guy with notoriously shiny hair on the folk pop scene since bursting out in 2014. His impressive career begins by releasing a single that swiftly made its way to platinum selling, before releasing his first studio album Chaos and the Calm, making its way to the number one album in the UK.
Not only does he turn up, go immediately to number one, he was then nominated for awards at the 2016 Grammys in three categories, for Best New Artist, Best Rock Album, and Best Rock Song. After he has toured as an opener for Taylor Swift, Hozier and The Rolling Stones!
The second album Electric Light the 2018, trying to escape the inevitable comparisons that come from an early success to an anticipated next work, Bay ambitiously decides to take a new creative direction. The album receives generally favourable reviews, with James himself describing the writing process as representative of an artistic evolution. He sites the need to be consistently evolving, recreating his image and sound. Tracks on this album such as Wild Love taking influences from smooth R&B grooves, to hip hop style spoken word skits on the record.
Critics argued that such an abrupt change lacked coherence. With the overall record never really making up its mind on what direction to take. It stands to reason, one of the biggest hits on Electric Light was ‘Us’, a song that seamlessly fits in with the acoustic style hits Bay is known for.
Yet, his appeal to expanding his repertoire inspired many, and the album still managed to get to number two in the UK charts.
The third album has been in the process of being teased since 2020, recorded in Nashville just before the pandemic, it subsequently called a halt to all live performances, and Bay took this as a two year break.
Finally, this February he hath returned! Treating us all with a series of tours and solo sets playing alone with his guitar since February of this year, teasing the new music that is now almost upon us.
But tonight its the full band! Everything is back in full swing in a fully packed yet sensibly sized venue. The Kentish Town forum is small enough to feel intimate even while watching an international star, but spacious enough for those who may have treated themselves to a second rum and coke, to have a cheeky boogie. The band is in session once again, as James Bay has regrown his hair and taking us back to his grassroots radio friendly style.
Tonight’s atmosphere is friendly! While his music often contains vulnerable lyrics, at times becoming melancholy even, everybody is excited to be here and ready to have a good time.
If I were to describe the overall vibe of this gig to a complete stranger of James Bay I’d say, if this concert was a flag, it would be fjallraven kanken. If this concert were a beverage, it would be an oat milk cortado. Such are the trendy, reusable coffee cup kind of fanbase. If you are looking for something fun and a little chill, I can confidently say will be not one singular mosh pit the whole night. Among the crowd fans were very varied, the young and older are all here, all equally enthusiastic. I get the impression that lots of couples here have a song by James Bay that they always enjoy together and is ‘their song’.
He kicks off with an absolute foot stomper ‘Best Fake Smile’ that gets the crowd energised. The more dedicated fans are already singing along, and it’s upbeat enough to get anyone on their
feet. It’s clear that he is bringing his festival liveliness with him into this central London venue. He clearly knows what he is doing as his set list moves seamlessly between anthems and ballads, guiding us together through the high highs, before the delicately sombre moments.
He takes a moment to say that tonight he has curated a playlist with a mixture with plenty of old, new and very new material, there’s going to be a little bit of something for everyone.
Some sing, and many couples sway together to Let it Go, before kickstarting once again to danceable bluegrass and glass slides. There’s no chance for a lull in energy, even through the lesser known songs Bay manages to show off his true spectacular command of the guitar.
He speaks openly and optimistically with the crowd about his life and family over the past two years. Talking about his new baby and being very in love with his wife with refreshing vigour. You get the impression James Bay is someone with whom you could safely leave your drink while you go to the bathroom.
His new music continues with James’ theme of being auto biographical, reaching into the human experience finding something that all of us can find ourselves in. He is earnestly emotive, while equally earnestly hopeful for the future. There is a sweet juxtaposition, as James when he speaks seems to have the love and fervour of a young golden retriever, proceeding to then sing a slow and ultimately slow number.
As the concert draws to a close, one of the fans walking towards Kentish Town tube station can be heard saying,
“Caw, that was a brilliant night, wunnit?”
Honestly, what more of a ringing endorsement do you need?
Words by Elizabeth Davies
Photography by Abigail Shii
