Fender fever: how Sam Fender is inspiring a fresh wave of local talent

In an environment where success in the music industry is too often funded by the bank of mum and dad allowing budding musicians to find their feet, it easy for musicians without this financial head start to feel like they will never make it. Artists from Newcastle are especially likely to feel this way due to the huge disparity in opportunities and funding for young musicians in the North East compared to areas in the South. However, Sam Fender is the perfect example of a working class Geordie musician who has overcome these economic obstacles, giving hope to others who are in the same position Fender was in 10 years ago. 

Fender’s lyricism focusses on the hardships of the North East working class, a topic scarcely sang about in popular music previously. Not only does this deeply resonate with people, but hearing a Geordie guy on the radio singing about being “overworked, underpaid” and having “no power, working zero hour” is likely to encourage others in this position that they could be on national radio one day too. Sarah Johnsone is one local musician who is not afraid to delve into such political themes, with her track ‘Pennies’ exploring political alienation, and the struggles of finding success under the power of a government who doesn’t support you. 

What’s more, Fender’s frank discussions of male mental health in songs such as ‘Dead Boys’ is bound to inspire other male musicians to share their experiences with this topic through music. Keiran Bowe is one such musician from Gateshead, who takes inspiration from Fender and refers to North East drinking culture and toxic masculinity in his music. Bowe’s track 'The Local' explores the tendency of North East men to use drinking to cope with emotions, which could be a nod to Fender’s ‘Dead Boys’ lyric “everyone here just drinks, ‘cause that’s our culture”. These songs spark conversations which are particularly important in the North East, which has a higher suicide and alcohol death rate than the national average.

The best way to come across up and coming local artists is to attend gigs in grassroots venues such as Cobalt Studios, Little Buildings and The Cluny. Not only will this help you discover the talent of small local artists, but supporting these venues is critical to the success of the musicians following in Sam Fender’s footsteps!