Singer-songwriter James Bay - winner of the Critic's Choice Award at this year's Brits and touted as the Next Big Thing – has prompted the welcome return to music videos of Daniel Kragh-Jacobsen, the Danish director who made a big impact with his sensitively handled mini-dramas in videos for When Saints Go Machine (which won an MVA in 2011), Rhye and others.

For the most part, the video for Let It Go is more about atmosphere than narrative, as the troubadour from Hitchin appears lost in his thoughts while a fire spreads in the house around him. But that sense of drama flares in the final minute of the video, as James leaves the blazing house to join a girl in a car, and reveal a snapshot of their uneasy relationship.