Photo: facebook.com/lulujames
Few things lift one's spirits on a mid-week morning like the buoyant sound of a Geordie accent, and listening to Lulu James talk enthusiastically about her distinct brand of 21st Century Soul, keeping it real in her jogging bottoms and the return of R&B is a breath of fresh air in a music scene where Twitter has cultivated a culture of online rivalries and obsessive image doctoring.
Lulu first came to the attention of the music press almost exactly a year ago with the release of her impressive Rope Mirage EP. Since then she's packed her months with touring and festival appearances, and now she's ready to release new music in the form of single 'Closer'.
"I think it's still 21st century soul, that what I see myself as and that's what I'll always be. The new song itself has perhaps a different vibe in terms of music, but as far as what I'm doing it's the same soul you heard on Rope Mirage," she explains.
This time last year Lulu's name was being tagged as a 'dubstep songstress', a similar tag to that which was attached to Jessie Ware before she released Devotion.
"That's not something I made up though," Lulu denies, "That's something 'they' made up, that's what they decided to call me.
"There may have been post-dubstep elements to my music, but what I make, what I sing, is 21st Century Soul music."
Accompanying 'Closer' is a remarkably stylish video, shot in classy black and white with the singer dressed to impress. But Lulu isn't an artist who's particularly concerned with image.
Watch the video for 'Closer' below
"It can come across that way, that I really care about my image, because the 'Closer' video is so stylish," she admits.
"But I'm the complete opposite, I think my fans will see me more times in a onesie or tracksuit than all dressed up. I'm just more of a chilled out person when it comes to things like that.
"I'm not really a girly-girl, do you know what I mean? I'll make an effort, I won't show up on a red carpet in a onesie, but I don't want music to take over my lifestyle. I still want to be able to go to Aldi in my joggers without it being a problem."
As a North England native, there wasn't much of a soul around her when she began entertaining audiences with her dulcet tones, but that doesn't mean Lulu wasn't supported.
"I was completely naive about the situation I was getting myself involved with. There wasn't anyone doing what I was doing around my area, I just used to turn up and do my thing. But I still got a lot of support, just because I think people thought, 'Good on you for doing something different'."
Watch the video for 'Rope Mirage' below
James has been compared with (and pitted against) Jessie Ware in the past, but is unlikely to start rivalry anytime soon, instead suggesting British R&B artists should show more support for each other.
"I think our music compliments each other, absolutely," she says. "I'm not really bothered about that sort of thing, you won't see me in a Twitter feud anytime soon.
"It's a good time for British R&B, things go in circles and I think soul and R&B are ready to come back around in the UK."
The remainder of 2013 will see Lulu just as busy as last year. 'Closer' is released at the start of April, with a headline show at London's Birthdays on April 11, plus a support slot with Jessie Ware at her London show. Then she's back on the festival circuit for the summer, playing Bestival and Brighton's Great Escape as well as a number of festivals still to announce their line-up.
Another single is due in June, and an album will follow in September, but Lulu has her mind on other things when it comes to her goals for 2013.
"I really want to be on Jools Holland this year, I feel like it's a year to be on Jools Holland," she says in her broad and brilliant accent. "That's my goal."
'Closer' by Lulu James is released on 7 April 2013.
