We had the pleasure of catching up with Sam Edwards today — an artist whose unique sound and story are sure to inspire.
From heartfelt songs to hilarious online videos, Sam blends emotion and humor in a way that’s refreshingly real.

Let’s start at the beginning —

1. Hi Sam, can you introduce yourself and tell us what you do?

“My name is Sam Edwards. I’m 25 years old and from Wales originally. Now I live in London and I make Indie-Rock/Hyper-Pop music. I also make silly videos on the internet.”

2. How did your journey in this field begin?

“I grew up with my grandparents after losing my parents at a young age. My dad played slap-bass in a rockabilly band so music has always been in my blood. My grandparents got me guitar lessons for a year or two growing up and then the love for music continued from there. I started rapping because I had a huge love for Eminem songs (maybe at too early of an age!) and then I started teaching myself to sing after seeing a performance Ed Sheeran did at the Brit Awards in 2015. I had already been writing songs before 2015 but I’d say this is when the reasonably good stuff started happening.”

3. How would you describe your creative process?

“I definitely get sudden bursts of inspiration. My girlfriend has inspired me a lot recently and so my lyrics have really been about her, it means that throughout the past 10 years every feeling – good or bad – has been put into some form of music. I usually start with a melody that is stuck in my head and then build up layers on top of that almost as if it was on a loop-station. The vibe of the song lyrically really comes from how that music makes me feel.”

4. What are the biggest challenges you’ve faced so far?

“Definitely balance. When I first moved to London it was a huge change for me because everything is so fast-paced compared to Wales so I haven’t actually made any new music until recently so coming back into it has been amazing and having the time to do so. I was working in pubs and then in finance for a year and it just drains you so this year I have decided to focus on what I love and having such a great support system – my girlfriend Holly, my friends James and Gwyd – who really cheer me on and bring inspiration to me is amazing!”

5. What has been your proudest moment so far?

“I think hearing this new music I’ve been working on for the first time through big speakers. I have just released a track called ‘Best Of Me’ which I love and I performed live recently at a gig that myself and my friend, James Pullen, put on and to hear people knowing the words before it was out made me really happy.”

6. Is collaboration important in your work? If yes, how?

“Collaboration is super important! I couldn’t have returned to making music if it wasn’t for that. I met James Pullen 2 years ago when we worked at the same pub and he immediately sort of forced me into writing music again and since then I have written a couple of songs with him for his releases and now finally am releasing myself again. I also met Alessandro Costa through James who mixes and masters all of my stuff and adds that final magic to everything. Its like a big happy musical family and just being able to focus on making the actual music and not worry about all of the other stuff has made it such a clear process for me in my mind.”

7. What tools or platforms do you rely on the most?

“I started out making music only on my phone on GarageBand as I didn’t have any other equipment and I still use it to this day, although now is just to get ideas down before I forget them haha! TikTok also has been my main social media and in this current climate is key to any musician to connect with your fanbase and to create it in the first place. There are so many things you can do on that app and so many ideas you can try so I love the creativity it pulls out of me. I studied film in University so my mind is always thinking of cool visuals and wacky ideas for videos.”

8. How do you handle criticism or negative feedback?

“I think there always has to be a balance. I always ask my friends and family first for their real honest opinions and take everything on board to make sure that what I am putting out is at the best it can be. Then after that, once it is out I understand music is divisive and not everyone will like what you make. The genuine ‘hate’ comments that naturally crop up here and there do make me laugh though. My favourite one so far is on a video my girlfriend made to promote the song that just said “fuck him and fuck you too” short, simple and effective haha!”

9. What are you currently working on?

“The next track I am so excited for! It’s called “Lucky Me” and I even have a tattoo of the artwork for it, or rather the artwork for it is my tattoo. Super upbeat song, call and response in the chorus, really tik-tokable and really easy to sing along. Another song I performed at the gig recently and it went down a storm! Then after that we have a collaborative dance track between myself, Ale and James coming in August which is super different for me but perfect for summer so I’m excited to see what people think!”

10. How do you keep up with trends or changes in your industry?

“TikTok really helps with this and my girlfriend is quite clued in on all of the social stuff because she does it as her job so thats super helpful. Ale always keeps tabs on the algorithm changes too with Spotify etc so I always know what is working and what isn’t. I do believe though in my soul and to quote my good friend Gwyd – if you change your art to fit the algorithm too much then what’s the point, an algorithm is temporary but your art is there forever so make what you fucking want!”

11. Any last words or message you’d like to share with our readers?

“Thanks for reading and I hope it was interesting at least! I’m sure no one knows who I am but I hope at least one person checks out the new song and likes it! Wobbly stuff!”

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