In a new video he put on YouTube this week, Northampton singer-songwriter Billy Lockett allows himself to be filmed wandering a summer festival pretending to be a market researcher from his record label, playing people a recording of his music and asking for their honest thoughts.
“Quite good” is about the best feedback he gets, along with the more esoteric “Sort of like riding on a boat.”
He seems to know already that his brand of mournful piano balladry with light electronic touches won’t leap out as something spectacular to everyone, especially at a time when British music is positively awash with anguished solo men, but he’s doing pretty well so far for someone with only a few singles to his name.
After support slots with Lana Del Rey, he can be found in the O2 Arena this weekend warming up for Jeff Lynne’s ELO.
Then he’ll be back in London in the spring for a decent-sized headline set at Shepherd’s Bush Empire. The next time he tries the researcher stunt, he’s far more likely to be recognised.
Until Oct 21, O2 Arena, SE10. the02.co.uk; Apr 25, O2 Shepherd’s Bush Empire, W12. o2shepherdsbushempire.co.uk