“Normally it can be a bit intimidating performing with 50 people behind the camera staring at you, but because everyone was wearing masks it made it feel like an even safer space for me to perform and I think you can really see that in my performance.”- James Arthur

UK singer-songwriter James Arthur has partnered with Vevo for an exclusive behind-the-scenes look at the music video for his uplifting and reflective track “Medicine” in the latest installment of Vevo Footnotes.


Arthur uncovers the symbolism behind the dystopian and surreal music videos, showing two contrasting aesthetic worlds colliding. He discusses the vulnerability involved in shooting a music video and the freeing feeling of having those on set wear masks. Director Charlie Sarsfield describes the concept behind the video, and how specific relationships can bring an addictive force that makes a broken world bearable.