Sam Fender has had a meteoric rise, but one that has come organically. Starting as One To Watch in the North East’s underground scene, to headlining Festivals and stadiums aplenty, there’s something quite natural about the North Shields’ artist’s climb to the top. It’s akin to the buzz that surrounded Arctic Monkeys at their start, in that people simply wanted to see them succeed.
On his third studio album, People Watching, Sam offers a grounded listen that’s completely unfazed by his new found celebrity. With his upbringing firmly in its roots, the album is more of the same, but with an added sense of guilt reflected against an already conflicted sound. It is emotional, driven and honest – a rare example of an artist staying the course in the light of rising fame.
As referenced in our deep dive of Seventeen Going Under, Sam Fender brings more of that likeability on People Watching. The title track notes the relationship between Sam and his mentor Annie Orwin, and how he wishes to take her out of the crumbling care home where she resides. Its a vulnerability that has endeared him to the masses – which is why it’s so easy to root for him. Backed with the lush production from War On Drugs’ Adam Granduciel, the song flitters with a pulsing rhythm that sinks into the ears. Alongside its driven beats and Springsteen-level atmosphere, this could easily become the latest of Sam Fender stadium anthems.
‘Chin Up’ shows the struggle Sam feels with his new spot in music. Referencing an Imposter Syndrome while also highlighting his friends’ use of drugs and struggles with keeping jobs. It’s a guilt that exists throughout the album, but bleeds into the Folksy ‘Wild Long Lie’, which stutters in its off-kilter groove and its burden of self-analysis, before heading into the traditionally Indie ‘Arm’s Length’.
While the foundations of Sam’s sound remain largely unchanged, People Watching does contain a fair amount of experimentation. The soft inclusion of Folk in the likes of ‘Wild Long Lie’ and ‘Rein Me In’ adds some warmth to the album, welcoming pianos to contribute brightness into the mix. ‘TV Dinner’ is largely piano-based and sounds quite dramatic as a result. While these elements aren’t leaned on too heavily, there’s enough about them to help the album stand out from the rockier Hypersonic Missiles and the more anthemic Seventeen Going Under.
‘Remember My Name’ is a powerful closer, and is arguably the most poignant Sam Fender song yet. For all the discussions and perceptions on various social and political aspects, this song focuses on Sam’s grandparents, and how his Grandad took care of his Nan as she suffered from dementia. It’s harmonious contribution from the Easington Colliery Band, and the direct way in that Sam’s vocals are delivered make it powerful, and so compelling.
In a time where grassroot venues are closing down and the music industry continues to push homegrown talent out of the picture, People Watching is a fantastic way to shine a light on the general decline of music, and life in the UK as a whole. Sam Fender has utilised his platform to reflect on the bigger picture, and done so in a way that’s personal, vulnerable without coming across as preachy or false. He is a fantastic songwriter, and details the disconnect he feels with his home and his fame. He really is doing a great job at becoming a voice for this stifled generation.
Brilliant review, however factually incorrect. He isn’t from South Shields, he is from the otherside of the tyne River in north Shields! Also Easington colliery?? What that got to do with his band? None of them are from there! Newcastle, north tyneside and France
Hello! Thank you for the comment. Apologies on the mistake on where Sam’s from (I’ve never been good with directions). I’ve amended that now! Easington Colliery Band were the ones to contribute to the closing track on the album. Thanks, Adam