In the wake of Jake Bugg and Ed Sheeran, here's another young singer-guitarist and potential cover star for Lisa Simpson's Non-Threatening Boys magazine. Watson's debut album comes after two years of assiduous online profile-building, garnering the 21-year-old Oxford songwriter zillions of YouTube plays, Spotify streams and Twitter followers. The Morning's by-numbers songs feature sensitively plucked acoustic guitar, repetition-heavy choruses and no long words or difficult chords. Always clearly enunciated, Lewis's lyrics are choc-a-bloc with affirmations of stability, reliability and faithfulness: "You could be my way of life" (Into the Wild); "I'm not here to startle you" (Windows); "Why can't you stay?" (er, Stay). God, it's drippy. And when his voice shows signs of life – some tremulous vibrato here and there, the odd bit of grit in his lower register – any real character is wrung out of his voice by the coffee-shop-friendly production.