Michael Cumming, best known for his TV comedy work like Brass Eye and Toast Of London, and his commercials, makes an auspicious music video directing debut for George Ezra that pokes wholesome fun at some of the absurdities of the music industry.

The video for Pretty Shining People mocks the pop machine process, with George trying to win a recording contract by performing for a bunch of jaded record execs - all played by kids. They then want to turn the distinctive singer-songwriter into a pop star, by making him smile and dress and dance just like everyone else.

Can George win them over by being true to himself? You better believe it.

Ezra certainly has a knack for this sort of self-effacing, gently satirical comedy. It's served him well before - including a recent turn on Reeves and Mortimer's brilliant Big Night Out - and it does so again here.