You might have spotted Sam Sure’s work in the background of a Skepta and Fekky video, now he’s ready to move into the limelight.
London based Black Butter Records boy Sam Sure has drawn the attention of just about everyone in the last 12 months. Swept up into Black Butter’s arms last summer to stand alongside Gorgon City, Rudimental and Clean Bandit on their dance roster, Sam was championed by Annie Mac and Zane Lowe long before, following a collaborative release on London label, Greco Roman. Previous release, “Hunger” saw support from genre-spanning maestro and mega babe Pharrell and following track “Cracks” bumped Sam up to over a million plays on Soundcloud. Fast-track a couple of months and he’d won himself spots at The Great Escape, Glastonbury and Ibiza Rocks and a support slot with 2015 chart darlings, Years & Years. Let’s not forget his mammoth graffiti artwork in the back of Fekky and Skepta’s video for “Way Too Much”. And you thought you’d had a busy year.
With barely a moment to breathe, Sam released “Me & You” in September, a bright and breezy dance track made memorable by Sam’s soulful vocals. “I wanted to make a song for the underdogs,” says Sam of the song, “I had just been to Love Saves the Day Festival and all the girls were dancing with really muscular guys with tattoos and vests. It made me want to make a record for them, but subliminally about them… Not in a negative way, just in an observational underdog way. ‘Teenage Dirtbag’ for the dance floor.” Self-directing the video, Sam broke into an abandoned college and created his own version of a lyric video, painting and spraying near enough every word onto the walls, doors, windows, anything. “The place was amazing, like some zombie movie, totally smashed up but really cool. So in the end we just started running around writing on everything and filmed it. My mate Ralph was shooting it and he had great stamina. He was chasing me round all day going ‘Mate that’s shit, do it again’.” We appreciate it Ralph, even if Sam didn’t at the time.