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Singer's videos show 'positive' side of hometown

Isabella VeronaBBC News
News imageIsabella Verona/ BBC A man stands outside the entrance of BBC Radio Northampton, holding a small camera. They are wearing a dark shirt layered with a blue-and-white varsity-style jacket. The building behind them features red brickwork, large windows. Sunlight casts long shadows across the pavement, and a row of vehicles and buildings lines the street to the left.Isabella Verona/ BBC
Growing up in Abington, Northampton, has increased Jamie Benkert's passion for promoting the town

A singer raised in Northampton said he had been using his social media platforms to show people a more "positive" side of his hometown.

Jamie Benkert, known as Lucien Moon and who once appeared on former ITV show The X Factor, has gained millions of views on his videos on TikTok and other accounts.

He has been using his platform to promote local businesses and get the views of residents in the town, while raising the profile of his music.

Benkert said: "You can't just do music these days. My personality is part of me."

Speaking to The Bernie Keith Show on BBC Radio Northampton, Benkert said he enjoyed watching other artists share their lives on social media and wanted to be a part of that.

His videos include a vox-pop style clip asking people walking around Northampton what they thought of the town.

He said some of the negative answers had encouraged him to show off what the town had to offer.

News imageJamie Benkert Jamie Benkert speaking to his camera in Northampton market square. He has black hair and stubble and is wearing a white fleecy coat. There are shoppers behind him.Jamie Benkert
Jamie Benkert has been promoting Northampton to his social media followers

"The youth to the veterans of Northampton and everything in between" were enjoying the positivity in his videos, he said.

He added that the support from his viewers had been "amazing", and he had received many comments saying the videos were making people "proud to be from Northampton".

Alongside pursuing his music career, Benkert runs an independent travel agent business.

He said he was keeping his company small as he wanted to focus on creating more RnB and pop music.

"We've got a big year ahead," he said.

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