Sam Fender has grown into probably the biggest contemporary UK rock act since Arctic Monkeys released AM over a decade ago, and its not hard to see why. His earnest, everyman persona and relatable anthemic singles about the struggles of everyday life in the working class make him a shoe-in for widespread appeal. And sprinkle in his fantastic live show just to make sure. He has also grown significantly as an artist over these years. His debut, Hypersonic Missiles, was a fine album with some good moments; and the follow-up, Seventeen Going Under, was a good album with some truly excellent moments. However, I didn't really expect him to grow any more as my two biggest issues with Seventeen Going Under felt so intrinsic to Sam's identity as a person and artist. Them being 1) that his heartland rock / Springsteen worship aesthetic began to run a bit thin by the end of the record and 2) his political writing while well intentioned was always pretty unfocused and surface level. Sam's strengths clearly lie in the stories about his own life and experiences not in political sloganeering.
So it's great to say that Sam has proved me wrong and People Watching is an improvement on Seventeen Going Under in pretty much every way. It's tighter, more varied, with more consistent writing and more dynamic production. Sam has brought on indie rock super-producer Marcus Dravs and The War On Drugs' frontman Adam Granduciel as co-producers which elevates the feel and atmosphere of these tracks. The bombastic, anthemic cuts just pop that bit more and the slower moments have way more space and atmosphere to them. The production on his past releases was always fine, but it is night and day going back to them now. People Watching makes them feel so plain and perfunctory. Similarly the tracklist feels more varied, with Sam leaning into a bit of Britpop on Chin Up (this song sounds so Oasis), jangly indie rock on Rein Me In and looser more Americana stylings on the singles Wild Long Lie and Arm's Length. Surprisingly, there isn't a single traditional piano balled on here, considering there was like 4 on SGU. This results in a record that feels much tighter than SGU, despite being a little bit longer (at least compared to the standard edition).
Lyrically, Sam is also playing to his strengths way more. He primarily focuses on telling the stories of his own experiences and those closest to him; however when he does go for more broader societal / political topics, the writing does more focused and purposeful. The opening title track is a huge, bombastic sing-along anthem; but has a tender story within its verses about the passing of Sam's friend and mentor, Coronation Street actress Annie Orwin, and her heart-breaking final days within a rundown and underfunded care home. Crumbing Empire is the most overtly political song on the record; and where a younger Sam would rattle out fairly meaningless sloganeering and surface level commentary; this song is a really measured and thoughtful examination of the scars that the legacy of Thatcherism and Austerity has left on the North East with genuine examples of the impacts on working class people (his parents included). Little Bit Closer is a competent critique of the moral perfectionism that is applied to religion within the context of the working classes and TV Dinner is a scathing rager where Sam lashes back at a music industry that chews up and spits out working class musicians and exploits them for their 'credibility'.
Two songs that I would like to touch on in greater detail is Rein Me In and the closer, Remember My Name. Rein Me In is just one of those songs that is like crack to my ears; the jangly guitar riff and the bittersweet and yearning lyrics just do it for me. Sam has just released a duet version with Olivia Dean which only elevates the song further. I wouldn't be surprised if it ends up being my most listened to song on my Spotify Wrapped at the end of the year to be honest. Remember My Name is a heartfelt ode to Sam's grandparents and his childhood memories of them set against a stark brass band arrangement recorded by Easington Colliery Brass Band. It is hard not to feel it pull at your heartstrings (especially seeing it live with the Easington Band where Sam is barely getting through the song himself without crying) and a perfect closer for the record.
People Watching is an interesting development from Seventeen Going Under, as each element when taken on its own is only really a subtle improvement when compared to the last record. But the fact that this improvement has been applied across the board makes it a much more enjoyable experience overall. Considering the pretty steady upward trajectory across his 3 albums, I'm very much looking forward to where he goes next.
Top Tracks: People Watching, Nostalgia's Lie, Wild Long Lie, Arm's Length, Crumbling Empire, Rein Me In, TV Dinner, Remember My Name
8/10
