Listen to WHO'S HE AGAIN? on Spotify
S.A.M is an artist, rapper, songwriter, and multi-instrumentalist from the UK, making serious waves in the music scene. With a sound that blends the soulful energy of Y2K R&B and pop of 2024, his recent tracks have racked up millions of streams across all major platforms.
“WHO’S HE AGAIN?” is an EP fuelled by the highs and lows of S.A.M’s journey, fusing rap, R&B, and pop with the nostalgic flair of the Y2K era. The project dives deep into S.A.M’s trials with love, lust, trauma, and self-discovery, all while carving out his place as an artist. ‘DIVA’ sets the stage as the explosive trailer for the EP’s bigger picture and focus track ‘CLASS CLOWN’, teasing the drama, confidence, and raw emotion that’s coming. With powerhouse features from Canada’s RIZ and NYC’s 27 Delly, this EP promises to be a ride through bangers and ballads alike.
- Congratulations on the release of WHO’S HE AGAIN?! Could you tell us a bit about the inspiration behind the title and what it means to you personally?
The title is just an ode to the reinvention of myself. I’ve always felt like the underdog that might not be in the conversation but this last year I think we really tried to change that. It won’t stop someone out there denying they see the work or the growth and saying “who’s he again”
- Your sound blends Y2K R&B vibes with the pop edge of today’s scene. What draws you to that early 2000s style, and how do you balance nostalgia with a modern twist?
I had a lot of older influence in my life, so I think a big part of my childhood was shaped around that y2k era of music and even clothing. Naturally I was always going to put my S.A.M twist on the genre, it’s not fully R&B but it sits in that world where rap meets R&B to feel more like pop!
- The EP dives deep into your experiences with love, lust, trauma, and self-discovery. How did you approach bringing those personal moments into your music, and was there a specific song that was particularly emotional for you to create?
It was definitely a journey; I delved into many current experiences whilst also touching on past traumas. U&I and Trauma were quite heartfelt records. Trauma talking about being cheated on in a relationship, I wrote those first 8 bars about 8 years ago now so felt good to be able to give those lyrics a home. U&I was written in a time where I knew I couldn’t be with someone as much as I wanted to but as sad as it was, I was just wishing them a best… I think this is a real repetitive theme I’m seeing amongst society recently so again felt good to voice it.
- You’ve toured extensively across the UK, Europe, North America, and Australia. How have these experiences influenced your music and your connection with fans?
I love going to new places, and deep diving into other cultures. There’s so much to learn and you really forget that it is a small world, but the world is a HUGE place. I always think it’s crazy that people a million miles away support and listen to my music. 2025 might even pop out and do some headline shows👀
- The track ‘DIVA’ has a lot of energy and attitude. What was it like creating that track, and how does it set the stage for the rest of the EP?
I got introduced to Riz in February, heard his music and reached out. In April I went to Canada and “diva” was born on the first time we ever linked along with 3 amazing producers- all of which I now count as my close friends. In true S.A.M style it has such repetitive value and can showcase the rapper and the singer in me that so many love, felt good to start the EP campaign with a collaborative single- I think a lot of people shy away from it nowadays.
- ‘CLASS CLOWN’ reflects on your time in secondary school. Can you share a bit about what that track means to you and how those early years shaped who you are as an artist today?
The song is really me. I was that kid during class who enjoyed being the centre of attention and making people laugh. I know people in my high school can agree there was not a single opportunity I didn’t take to not showcase my musical ability, any talent show, assembly I was there! It was in these years I started writing a lot, started off as a rapper so it’s crazy how this music career of nearly 9 years has taken me into this melodic route. My music teacher still tells me how proud she is!
- You collaborated with RIZ from Canada and 27 Delly from NYC on this EP. How did those collaborations come about, and what was the experience like working with artists from different parts of the world?
I wanted collaborations from different parts of the world to really show how I’m trying to take this global this year. 27delly is a crazy artist, also really pushing that 2000s sound heavy! I went to New York earlier this year and loved the culture in the city knew I had to get someone from here on. “White tee” was also my on the radar performance in New York, so it only made sense… when I got the introduction to my boy Maleek who is delly’s manager I knew it had all come together. Had to free up the 2nd verse quick!!
- With the highs and lows you've faced, is there a message or feeling you hope listeners take away from WHO’S HE AGAIN??
Don’t let them tell you who you are. They will try to at every turn. But remember you control that narrative and only you know how all your different phases, relationships, traumas have affected you.
- As a multi-instrumentalist, how do you incorporate that skill into your songwriting and production? Do you have a specific instrument that plays a bigger role in your creative process?
I exec produced the project alongside “Mintsauce” and Co-produced on nearly every single record. I think Mintsauce has really allowed me the space to be able to contribute so heavily to my tracks. A lot of these songs just started off with a melody I played on the keys like Trauma for example. U&I started with chords I had just laid down. So many beautiful moments in studio that I can’t wait to share- I play quite a few instruments so I’m excited to be able to showcase that on upcoming tracks and have started to already in the live shows! 2025 going to be crazy!
- Finally, as an artist who’s making waves, what advice would you give to artists trying to make their mark in the music industry today?
Be yourself. Don’t be afraid to try new things but once you’ve got something that feels like you really delve into it. A wise person once told me an artist without a story is just an artist so figure yours out first and take wit from there.
