James Morrison doesn't want to be thought of as a "boring" artist any more.
The 'Broken Strings' singer is worried his style of music has led some fans to think he is too earnest or "moody" but he hopes they will listen to his latest album 'Higher Than Here' and change their minds.
Speaking to Magic Radio backstage at the station's The Magic of Christmas concert, he revealed: "I said in the beginning I'd like to do something with a bit of a sense of humour. My problem is that I'm quite quiet so I can come across quite moody I suppose and I just wanted to level out people's perceptions of me a little bit.
"I think I've been sort of boring. I think people think I'm really boring! So I wanted to do something that was just fun and takes the mick out of the record industry and out of myself."
The 'Demons' songwriter has made a social media video series titled 'James Morrison vs The Music Industry', a mockumentary which has been dubbed the music industry's answer to 'The Office', and he hopes that will also help him attract a new audience.
He said: "I said in the beginning I'd like to do something with a bit of a sense of humour. My problem is that I'm quite quiet."