He overhauled his image when he chopped his lucious locks and lost the hat - but it seems that James Bay has reinvented his sound, too.
His new single 'Wild Love' is out today and it's certainly a long way from the rousing 'Hold Back the River' and other guitar-led songs on his debut album.
Indeed, his comments in an interview with NME last year where he suggested that his second album is influenced by the likes of Frank Ocean, LCD Soundsystem and Chance the Rapper seems to hold true - at least on this song.
Will his established fans like, it though?
Hear it below:
