James Arthur’s US Promo Blitz Is Really Paying Off

Mike Wass | January 5, 2017 6:18 pm
Future Hit: James Arthur's "Say You Won't Let Go"
James Arthur is in the middle of an unlikely comeback with "Say You Won't Let Go."

The second coming of James Arthur is proof that you can bounce back from anything with a good enough song. The Brit, who won X Factor in 2012, landed a massive hit with debut single “Impossible” and was being groomed for superstardom until he got dropped by his label for using a homophobic slur and rapping about terrorism. (He has since apologized and opened up about his battle with drug abuse and depression). Instead of falling on his sword, the 28-year-old went away and recorded the prettiest ballad of 2016.

“Say You Won’t Let Go” went straight to number one in the UK and wreaked havoc on the charts in Europe and Australia. James now has his sights set on the US. He has been unavoidable for the last couple of days, performing on The Late Late Show With James Corden last night (January 4) and The Today Show this morning. And the promo blitz is paying dividends. The emotional track has soared into the top 10 on iTunes and should make a significant leap on the Billboard Hot 100 next week. Watch him in action above and below.

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