One of the most admirable qualities of Sam Fender is his courage to speak up for the working class in the music industry. He fearlessly calls out the industry for not doing enough to support musicians from working-class backgrounds. His outspokenness is a testament to his advocacy and determination. I share his views, and I believe Sam is one of the most authentic and relatable musicians out there. He remains true to his roots and takes pride in them.

So far, all his albums have reached the top spot with his Springsteen-esque songs. “People Watching” makes that a hat trick. The record still has elements of “Hypersonic Missiles” and “Seventeen Going Under”; however, this time, he isn’t autobiographical but looking at other people around him and incorporating their stories into his songs. A tactic used by many a songwriter and poet. One of these includes a rather unwell friend. He also forms stories about people in the gym or those sleeping rough, making this an interesting listen. The album features a diverse range of themes, from personal struggles to societal issues, making it a compelling and thought-provoking listen. At the same time, the Geordie Bruce Springsteen delivers electric guitars with acoustic with the familiarity of the saxophone—all the ingredients of his American idol.

Although Sam may be talking about others on the album, he finds a way to express how he feels about those particular themes. Social commentary, if you will. ‘Crumbling Empire’ is the most poignant, where he attacks the state of the world, comparing it to Newcastle, where various governments have let the people down. He mentions his mum working as a midwife to drive this point home. He acknowledges, after seeing his hometown falling apart, that he may not live the life he did, but he is thankful music worked out because he knows the life he had could be a lot worse than it was before he shot to fame.

‘TV Dinner is a departure from Sam’s usual style, reminiscent of Hozier’s ‘Take Me to Church’ not in its structure, but in its sound. The song features a long verse and a short chorus, with the final chorus serving as a long outro. This structure, combined with the song’s powerful vocals and emotive lyrics, evokes the same raw energy found in Hozier’s work. As mentioned in the first paragraph about criticising the industry, this song addresses how they build artists into idols and then stand aside when their flaws come to the surface. He particularly addresses the late Amy Winehouse as an example. He isn’t afraid to say how he has been treated himself. Referring to them treating him as a cash cow, he has decided to do as he pleases from here on rather than appease the industry. Sam also discusses the controversial and complex subject of religion and whether we can abide by our religion and genuinely live life according to the ways of the church on ‘Little Bit Closer’. Now, from listening, I gather Sam is an atheist because, during the bridge, he asks, “What is God?” and goes on to say he hasn’t found God yet, although he has had moments where he has been close to seeing why people believe in God and are part of the church.

Another unusual track is ‘Remember My Name’, a piano ballad dedicated to his late grandparents. Usually, a record concludes with a bombastic track, but Sam has opted for a slower tempo. It is quite dark talking about how his grandmother had dementia and was looked after by his grandfather. His thoughtful and caring grandfather would speak to his grandmother to help her remember things. The raw emotion in Sam’s vocals adds to the story’s effect. Sam may not be speaking from personal experience, but as frequently done on this album, he puts himself in their shoes. Granted, what “People Watching” lacks sonically with the same old tried and tested method, it makes up for with the lyrical content and how Sam can observe people, listen to conversations and structure from there. He has spoken about other people in his previous records, but never to this extent. This is his Kelly Jones moment, a reference to the lead singer of Stereophonics, known for his observational storytelling.

Song recommendations: ‘Crumbling Empire’, ‘TV Dinner’, ‘Remember My Name’

7/10