Undeniably one to watch, the release of his upcoming body of work is set to cement Sam’s status as one of the year’s most exciting new artists. His music has already been praised by the likes of MTV, Clash, BBC, and Notion magazine, played across BBC Radio 1 by Scott Mills, Clara Amfo, Ricky, Melvin and Charlie, and featured on flagship Spotify editorial playlists. Elton John and Bastille are fans, pop phenomenon Bebe Rexha has co-signed his work, while Justin Bieber is a prominent supporter. The two hosted a sensational IG Live together and more recently hung out in LA, while a video of Justin singing Sam’s single ‘Whole’ has gained more than one million views –and counting. Closer to home, JayKae jumped onstage on Sam’s last tour, and renowned UK tag-team Krept & Konan are fans. Such a broad spread of support simply represents his audience as a whole; there’s a literal army of TikTok followers moving alongside him, with Sam amassing almost a half million followers on Instagram –that’s more than some very established artists. In fact, he already has more Instagram followers than some winners at the BRITs last year. Matching pop touches to a classic feel, he’s often compared to Sam Fender’s anthemic truth-seeking or Tom Walker’s revelatory autobiography. Yet Sam’s work stands alone and is already scaling