SAMM! (Sammi) singer/songwriter, born in Australia makes a striking debut with “In My Feelings,” a track that blends vulnerability and passion into an alluring portrait of emotional intensity. Blending alternative pop with experimental production and eclectic soundscapes, SAMM! pushes against the boundaries of conventional pop, threading introspection through playful paradox. “In My Feelings” captures the thrill and chaos of desire, revealing an artist deeply attuned to the complexity of the human experience and one unafraid to explore its extremes.
“The moment the producer played me the sample, I felt an instant connection to the beat, I fell in love with it right away,” shared SAMM!. “The whole song came together within just a couple of days, once it was ready we took it to NRG Recording Studios in Hollywood and recorded it in less than two sessions”. The final touches were brought to life by the highly respected mix engineer Bob Horn and the highly acclaimed mastering engineer Leon Zervos.”
Set for release on September 26 across all streaming platforms, “In My Feelings” will be followed with a music video soon after. Shot on location in Medellín, Colombia, the video amplifies the track’s message through a vivid, sultry lens. Conceptualized by SAMM!, the narrative follows a woman immersed in the steamy, neon-soaked nightlife, typical of Medellín, surrounded by beautiful people and caught in the rush of desire. When she catches the eyes of a mysterious stranger she is captivated, the night spirals into a passionate, electric connection. It’s a cinematic reflection of love’s many phases, lust, longing, raw attraction but with a playful edge that keeps things light.
From casting to concept, SAMM! brings her full vision to life, a bold, sensual portrait of modern romance and a full expression of everything “In My Feelings” represents. “I handpicked everyone involved because I wanted it to reflect the diversity and vibrancy of the people of Medellín, the beauty, people dancing, lounging and living. All the stunning visuals not only elevate the song but also speak to its global appeal,” enthused SAMM!.
“In My Feelings” marks the first release from SAMM!’s forthcoming debut EP. A deeply personal project that explores the many stages of love, from passion and longing to heartbreak, joy, and emotional release. Each track acts as its own chapter, offering a lyrical deep-dive into the different facets of connection and intimacy. Sonically, SAMM! describes her music as alternative pop threaded with urban undertones, a sound that’s both emotionally rich and stylistically fluid. She cites Frank Ocean as an influence particularly in how he approaches production with experimentation and subtle emotional layering. That same spirit runs through her work, shaping a soundscape that’s as introspective as it is bold.
“When my EP comes out, people will understand the full story, well at least volume 1 of my Book of Life, there’s endless stories, this is just my introduction to the world. I felt like listeners needed something fun before diving deep into my mind or coming down the rabbit hole with me, this single “In My Feelings” is a bit more playful and sexy. It’s about being unafraid to express, to explore, to lean into that side of me,” SAMM! explains.
SAMM! began professionally recording music at Studios 301, Australia’s largest and longest-running recording studio. She cut her first vocals with Grammy nominated vocal producer and audio engineer Simon Cohen. After an initial creative burst, SAMM! took a break using that time to self reflect, travel, explore, learn and grow both personally and artistically.
In 2024 she got on a plane and made it her mission to finish her EP, she’s continued to evolve her sound, working closely with her producer and with top-tier studios in Los Angeles, including NRG Recording Studios and EastWest Studios in Hollywood, creating and refining her artistry for SAMM!, music has always been more than sound, it’s been a lifeline. Growing up in a small town, from humble beginnings, she found comfort and connection in the emotional power of songs by legendary artists such as Whitney Houston, Mariah Carey and Celine Dion, which her mother would play. At the same time her father introduced her to 50s rock & roll and blues, listening to the likes of Elvis Presley, Buddy Holly and Fats Domino. While her older brother’s love of rap & hip-hop opened her ears to the raw honesty of artists like Dr. Dre, Tupac, and Eminem.
In a household where emotions weren’t often spoken, music became her escape, a space where feelings were safe, understood and shared ,even if it was within herself. After losing her older brother so young, a fearless, creative and artistic genius. Experiencing this loss SAMM! contributes understanding and writing more deeply, channeling pain, love, life, strength and loss into her lyrics.
SAMM!’s been performing since she was 6 years old, from singing ballads by Mariah Carey to crafting powerful songs in top studios years later, she’s always known one thing: music is her truth and sharing her story was what she’s always felt she needed to do, “If one person can connect with what I say or sing, then maybe that one person may know they are not alone, because we all feel”, SAMM! expresses.
“Listening to artists from around the world made me feel understood in a way I hadn’t before. Now, I’m excited to share my self, be vulnerable and showcase who I am, especially in a time when being yourself can feel like the hardest thing to do,” stated SAMM!.
At the core of SAMM!’s music is a simple but powerful belief: we’re put on this earth to love and if we can give love, we should, love is many things and can be shown in many ways. Her songs speak to the freedom of being yourself, the strength in vulnerability, and the beauty of connection. This is just the beginning for an artist whose perspective is sure to resonate with anyone searching for meaning, healing and authenticity.
To keep up with SAMM!’s evolution, follow her on social media for the latest updates, releases, and appearances. And don’t miss her debut single “In My Feelings,” along with its cinematic video and her upcoming EP. An invitation into the vivid, emotional but beautiful world she’s only just begun to share.
