Big dreams are often born in small towns, and James Bay is one such dreamer who dared to make his come true. Still only 24, he sailed into the New Year with more One To Watch plaudits than he can fit under his hat, James remains dedicated to the dream that’s carried him so far in such a short time, “It’s funny how when you achieve those goals – you’re thinking about the next one” he smiles, “But it's just the first step. I've got a mountain I wanna climb."
VEVO’S LIFT program began in January of 2011 as a way of celebrating new talent. VEVO prides itself on introducing emerging artists to a broader audience, and each LIFT cycle spends an extended period of time painting a detailed portrait of its act so potential listeners will get a fuller immersion into the artist’s musical impact and cultural breadth. Through exclusive interviews, behind-the scenes footage, video premieres, and intimate live shows - all exclusive to the VEVO platform - we unite the artist and the audience.