James Bay is seen returning to his roots in his latest Vevo Lift video.

The singer-songwriter is the current subject of the UK streaming platform's Lift series.

A new video of the rising star talking about his home town of Hitchin has now been uploaded online.

Bay says that he "loves" the area because it is a relaxing contrast to the fast pace of fame.

Hitchin is located in North Hertfordshire and it has a population of 33,350.

The musician meanwhile collected the Critics' Choice prize at this year's Brit Awards in February.

His new album 'Chaos and the Calm' will be released on Monday (March 23).

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Watch the new video below: