CRITICALLY ACCLAIMED MUSICIAN S-X RELEASES NEW SINGLE ‘IN REAL LIFE’

S-X: the Wolverhampton wonderkid loved by Lil Wayne and Rick Ross
The Guardian Guide

(LONDON, U.K., FRIDAY 6 NOVEMBER 2020) Following the success of his debut single ‘Dangerous’ which has been championed by BBC Radio 1’s Jack Saunders over the past six weeks and garnered almost 4 million views on YouTube, critically acclaimed musician S-X today releases his follow up single ‘In Real Life’ from his forthcoming record due 2021 distributed by Eterno Music / Universal Music Group. The new single ‘In Real Life’ is out today and available on all streaming platforms. Listen to ‘In Real Life’ [HERE].

The Wolverhampton wonderkid, Sam Gumbley, known to fans as S-X, continues to branch out on his own with his own emotive brand of R&B after producing hit records by Childish Gambino, Skepta, J Cole, Chance The Rapper, Lil Wayne, Tinie Tempah and more.

To coincide with his latest offering, the GRAMMY nominated singer, songwriter and producer today releases a new visual to accompany ‘In Real Life’ which premieres exclusively on Complex at 2pm GMT. The brand-new video and lyrics; “‘You really thought that I would not listen to you but I would and I did” is an honest song about the final call on a relationship, or situation. Sam adds, “Like this is really it, it’s over, In Real Life. I wrote it back in March 2019 in LA, after a hard realisation in my personal life, the song just flowed out of me and I wrote it in 15 minutes.” Watch the official music video release at 3pm [HERE].

On the day of the new release, S-X says “I’m always excited for the fans to hear my music because there are some fans that will just want to hear the cool bassy hip hop beats with no real meaning but then there’s also fans and the same fans too that want to hear stuff that’s deep, still a pop song and catchy. I’m really excited for them to see it and hear it.”

Named SX by a friend at school, Sam added the hyphen which has fast become the iconic brand in itself known to thousands of fans worldwide. As a teenager living in Wolverhampton, music was the only escape from falling into another trap. He would travel to London and wait outside the BBC Radio 1 studio in the hope to speak with key industry figures that he admired including MistaJam. At the age of 28, he has remained true to himself and since hustled his way to become one of the hottest artists to watch right now. Humbled by his Wolverhampton roots surrounded by council estates and poverty, he is constantly reminded of where he came from and continues to give back to his community through workshops and charity shows. This mentality has got him through some of the toughest times and where he is today as a world-renowned talent.

Renowned for wearing shorts, S-X’s passion for music runs deep from Phil Collins, ABBA through to Post Malone and Pharrell Williams of which he takes his inspiration. Music Week describes previous singles ‘Missing’, ‘Too Soon’, ‘Always Wrong’ and ‘Neither Would I’ as “a flavour of S-X’s cold hued, emotional sound and shares The Weeknd’s love of a big, sad melody”.

Now, with the release of ‘In Real Life’, the second single from his upcoming breakthrough album in 2021 with some big name features planned, S-X will hit the road in May 2021 with some very special guests for his highly anticipated tour which kicks off on 5 May at King Tut’s Wah Wah Hut in Glasgow with a total of 6 dates scheduled through the U.K. and Ireland including Leicester, Leeds and London with a final show in Cambridge. See below for the full list of tour dates.

U.K. & IRELAND 2021 TOUR DATES

05 May 2021               Glasgow, U.K.                         King Tut’s Wah Wah Hut
06 May 2021               Leicester, U.K.                        The Cookie
08 May 2021               Leeds, U.K.                             The Key Club
18 May 2021               London, U.K.                           The Garage
23 May 2021               Dublin, Ireland                        Academy 2
26 May 2021               Cambridge, U.K.                     The Portland Arms

Tickets are on sale now at https://www.iamsx.com/tour.

The proud father of two has toured the US and Europe with singer-songwriter Lily Allen for a total of 36 shows and sold out his own live shows three months in advance across the U.K with special guest appearances from Lily Allen herself and JME. He has since appeared alongside KSI on Channel 4 Celebrity Gogglebox and is an ambassador for home team Wolverhampton Wanderers FC. S-X is clearly one to watch and is well on his way to being an international prospect for 2020 and beyond.

Listen to ‘In Real Life’ [HERE].

Meet S-X

For those who don’t know about you and your music, tell us a little bit about who you are and where you’re from…

So, my name is Sam, or S-X, I’m a singer songwriter and producer from the amazing city of Wolverhampton. I used to only be a producer and made one of the biggest grime songs of all time “woooo riddim” – but now, 10 years later, I’m on a new road, writing and performing my own songs.

Describe your sound in three words…

Spacey, honest, colourful.

Who inspired you to start a career in music?

I’d say Timberland and Pharrell really, even though I started music in school and didn’t see it going anywhere at that time, I soon realised it was a possibility if I took it serious and it’s especially hard being from where I’m from.

Who are your biggest musical influences?

I’d say John Lennon, Pharrell (for fashion, music and writing for others), I love Sam Smith, Drake. I also love meditational instrumental music too, stuff that just take you to a place that no lyric or beat drop could take you.

Tell us about the writing and recording process for your new single/album…

I wrote In Real Life in March 2019 at my managers house in LA. It was produced and written within 15 minutes. Some songs just flow out of you that fast, it’s like a matrix simulation. For the album, that was mostly put together during the first 2020 lockdown. I had so much free time to experiment – so I did just that. I can’t wait for the fans to hear it.

What can we expect from your live shows?

Honestly, just the biggest vibes. Everyone who’s been to my shows know that there is a space for everyone, the older generation who love to listen and catch the vibes. Then there’s the younger generation who love to mosh and get involved. It’s just super high energy. I really can’t wait to be back performing safely

What has been your biggest career highlight so far?

It would probably be the KSI track I produced and sang the chorus on, “Down Like that” featuring US artists Rick Ross and Lil Baby. That was a big leap for my career for sure.

Have you met anyone and been totally starstruck?

In like 2014/15, I was working closely with Cash Money, and while in LA – Slim, the CEO of Cash Money, introduced me to Floyd Mayweather, that was pretty surreal. I’m always in the studio or meeting big artists, so that’s pretty normal. but Floyd Mayweather… madness.

What’s on your playlists that people wouldn’t expect?

Probably something weird like Crystal Castles, I listen to a lot of Moby’s stuff. I sleep to his song “LA2” on repeat most nights.

When can we see you live?

As of right now, my tour is booked for May 2020. This has been rescheduled 3 times now due to COVID-19. So, the tickets are almost gone – hopefully you can make it and i hope to see you all there. Tickets are available from iamsx.com/tour.