With his debut album Hypersonic Missiles going through the roof, 25-year-old Sam Fender is repeatedly showing no sign of slowing down from his dramatic ascent. His latest career venture involves working with Vevo as part of their LIFT series on their release “Becoming: Sam Fender”. He fits the Vevo LIFT program perfectly, as he’s one of the UK’s most watched artist right now, and is increasingly changing the face of modern rock music.
He kicked off the partnership this Autumn by creating exclusive videos for his hit tracks The Borders and Will We Talk, which also feature on his debut album released through Polydor Records Hypersonic Missiles. His music focuses on the topical issues surrounding us, from politics to modern romance- all rounded off with a catchy melody. Add in his obvious good looks and charm to the mix, and he effectively has all of the attributes deserving of a successful music career.
Our first taste of this series begins with a video titled ‘“Let’s go and take over the world”: Becoming Sam Fender’. This sums up his career to date, given that he has been taking over the music world one step at a time. The whole video is only 3 minutes long, and it projects Fender as the grounded and humble soul he is. It is kept to his roots by being set in his hometown pub ‘Low Lights Tavern’, with cartoon additions overlaying which are characteristic of his brand.
Everything is as true to Fender as it gets. Furthermore, his bandmates and “Caretaker of The Sound” are also introduced and built up with meaningful compliments. It rounds off with Fender being properly captured with shots of him with a pint and chatting with fans. The ending scenes feature the most poignant moments with the lasting lines of him declaring how he’s just wanting „to pay the rent“ and how he’s „not going to claim to be anything that [he‘s] not“.
Fender has commented that:
It was a truly magic day. Everybody in the team worked so well together and I am so proud of the performances we’ve captured with Vevo and for being selected as a LIFT artist. We went in there and played like it was our last day on earth.
Vevo is a force to be reckoned with, it boasts over 26 million monthly views globally and has over 400,000 music video in its collection. Now Fender has joined fellow successful artists such as Tom Walker, Sam Smith, Years & Years and Rag’N’Bone Man. Just as they offered an early insight into their careers, Fender is now currently following in their footsteps.
Becoming Sam Fender (Vevo LIFT)
JP Evangelista, Vevo’s SVP of Content, Programming and Marketing added:
It has been very special to watch Sam Fender grow into the artist he is today, having worked with him through our DSCVR Artist To Watch program and now graduate to become a LIFT artist, it feels like his musical journey is only just getting started. We shot some amazing pieces of video content with him which we are excited for his fans to see, and on the cusp of a new album and a headline tour, big things await this singer-songwriter.
It’s exciting to see what he can accomplish next, and what further videos we can expect from him. Be sure to keep up with Sam Fender and an eye out for his further work with Vevo. Big things are on the horizon for this lad from The Toon.
If you haven’t seen him live yet, make sure to catch him on his spring tour in 2020. Remaining tickets are available here.