Louis Bhose reintroduces John Newman to the world with a touch of self-mockery, as the soul singer meets the contenders who are auditioning to be him in his upcoming comeback.

The video for Merry Go starts in an intriguing fashion with Newman welcomed at a film studio by his manager with the words: 'Welcome to Hell'. It turns out he is encountering an assortment of odd characters who are 'playing' John Newman.

It's an engaging satire of the pop business and the real John Newman gives a nicely judged performance observing the activity around him with occasional alarm but mostly resigned equanimity. And finally, he gets involved himself, taking his own place in the group of 'John Newmans' for a dance routine. 

So this a very welcome return to videos by Louis Bhose too. He is a director with genuine funny bones, who relishes bringing surprising ideas to life. And he's certainly done that here. 
 
"John was very clear from the off that he wanted to play with the idea of a big comeback, and the idea of lots of people auditioning to be him was a fun one," says Bhose. "He even went as far as digging out all his iconic jackets from the loft, and letting our supporting cast wear them.

"I always liked the idea that after an offbeat series of auditions, there would be a fun, sweet moment where they all came together. And so came Harry Price's great choreo - which everyone (including me) learned. Having not made a vid for 18 months or so, it was a really fun one to get back into the groove with.

"And surprisingly, John was desperate for an extended intro - damn the views!!"