Recently releasing new single via ascendant UK electronic label Black Butter Records, also available on Annie Mac’s esteemed Free Music Monday series, London based singer-songwriter Sam Sure is set for a huge 2015.
Sam has just unveiled new track 'Cracks’, ahead of his performance at Dot to Dot Festival 2015.
“I would say my music is definitely lyrically led and my main focus,” Sam comments. “Everything else dates and changes but the lyrics are eternal. In a way, 'Cracks' is a sad track. Everyone goes through the same shit – things start flawless and new and over time become worn and cracked. The amazing thing about life is as an individual, you don't imagine that others could be feeling the way you do. Your own pain, love and doubt is deeper than others’. It's why honest and open lyrics connect on a personal level, as if they tap into something you thought was exclusive to you.”
Propelled into the spotlight after his collaboration with London based producer Sam O’Neill aka TCTS, his heartfelt verses soon caught the attention of BBC Radio 1’s Zane Lowe and Annie Mac, who went on to support ‘Hunger’. Further support followed from the likes of Stereogum, i-D, Hunger, Earmilk and Mixmag, with Sam Sure fast becoming one of the UK’s most exciting emerging artists and ‘Cracks’ further cementing that position, . Welcomed into the Black Butter family last summer, Sam Sure’s ‘Cracks’ follows smash releases from Gorgon City, Rudimental and Clean Bandit. Sure also recently completed a stint as the main support for BBC Sound of 2015 winners Years & Years on their sold out UK headline tour.