You’ve recently joined PopShack. What do you enjoy about it?
For me it’s the bigger picture, because my main career is as a musician. I make music and have the freedom to take the time that I need to create what I’m working on. But with PopShack it shows the other side of everything. For example, I like food and some of the new projects I’m working on are to do with food and YouTube videos. It’s not quite vlogging, but a bigger part of me.
‘A billion girls’ watch your videos. How do you connect with your ‘Foxers’ on social media?
By tweeting a lot of stupid stuff! I try and stay as connected as I can and love being on Facebook and Instagram. I want to start using apps like Snapchat more as well. It’s fun to show your fans what you’re up to and take small clips, especially when I’m in the studio.
How does performing live compare to creating YouTube videos?
I think they’re exactly the same, and completely different. I don’t think that you’ll ever get the same buzz that you do from playing live, but at the same time it’s a different feeling. For people starting out on YouTube it can be quite a scary thing just singing or playing guitar and looking into your camera, whereas when you’re on stage you can see everyone watching, so you know what you’re getting into.
How has your experience been different to contestants on TV shows?
I guess you mean things like The X Factor? For me, it’s not as fast. It’s less ‘overnight’ in that sense. There’s a lot of pressure which comes with those shows, and while I think The X Factor is really good, sometimes one mistake can be quite a big deal and it can be really bad for your career.
It’s never really crossed my mind going on something like The X Factor. I love watching reality TV shows, and I’m going to stay watching them rather than being on them! It has been different, but putting videos online is what naturally happened for me, and everyone has their own path.
When it comes to music, who inspires you?
Growing up I was inspired by a lot of different artists, even down to rock bands. I love Marvin Gaye, and I love a lot of old school stuff, but I’m also a big fan of pop such as Bruno Mars. So I’m trying to find a balance with my sound.
Coca-Cola has collaborated with a number of artists. Who would you love to perform with?
I’m such a fan of music it’s quite hard to say anyone without sounding ridiculous. Like I said I’m a big fan of artists like Bruno Mars, but even rap artists would be awesome to work with. I’ve always found that quite hard to answer!
What kind of material are you working on this year?
I’m working on an album now, which has got a soul vibe to it, although I wouldn’t call myself a soul artist. And I’m a big R&B fan, so it’s got that inspiration too, as well as pop. So it’s really mixing it together and creating my own unique vibe. I’m so excited for everyone to hear it.
What tips do you have for musicians just starting out on YouTube?
I think it’s really important to enjoy yourself, because that really shows through in what you’re doing. If you’re doing a cover of a song you love, it’s going to make all the difference, rather than doing it for just the sake of it.
What’s been the biggest highlight of your career so far?
Every day there’s something special, and that’s why I feel really lucky to be doing what I’m doing. There have been some amazing things, like the chance to play at The O2 Arena for the Capital FM Jingle Bell Ball with
If you could ‘do it all over again’, would you?
Yeah, totally! But, I’m living the moment.