For the singer-songwriter, there is no separating style from sound. The two coexist in creating his artistry’s DNA. As his music finds footing in a new blend of RnB and electric-funk, James’ current aesthetic meets yet another revamp. “My style now is very Bohemian. It’s a reflection of the songs I’ve been putting out lately.” With recent releases like refreshing anthem Soda an funky synth Hello, the artist introduces a soulful — almost psychedelic — branding to his persona. When asked for his dream collaboration, he shared that he’d love to get in the studio with multi-instrumentalist FKJ. No surprise there, as James’ music now traverses the lines between electro, synthpop, & soul.

James also acts as frontman & brains behind progressive music label, Careless. “I didn’t like people telling me that what I wanted to make was not marketable.” Instead of conceding to commercial molds, he took it upon himself to dictate the direction of his own music. The vision for Careless was simple — to allow rising musicians free reign over their sound. “Careless is a place of progressives. We’re looking to represent fresh faces and talents that hold promise in music.” More often than not, the industry turns away from offbeat talents. Careless looks to change that. And James is right there, in the center of the movement.

The young artist has spent the lockdown plotting out big things with his team. Time may have stopped - but their goals remain unaltered. Somewhere in between putting out new music, binging Peaky Blinders, and getting cozy with his cat —James has managed to carve out time in expanding his businesses. “I’ve been opening up new restaurants with my team, which is definitely a risk but we make sure to follow all necessary guidelines.” Some people may think it’s crazy to start ventures in a time where the market is very unstable, and it might just be. But that’s how James and his people operate—always going big and committing to it. “When everything around you is sinking, there are two natural reactions: it’s either you stand still or you sprint.” If not apparent already, James Reid is a sprinter. And he always has been.

A true chameleon, this artist’s ever changing persona makes one thing clear - there is no limit to the layers that makeup James Reid. Always adapting, moving, and not afraid of the unknown — James lives by the rule that the next best thing is always ahead of us.