Doncaster singer-songwriter Sam Scherdel confirmed for SXSW following viral breakthrough

Scherdel’s rise accelerated last year when his single “Somewhere in the Middle” gained major traction across streaming platforms before landing a prominent sync placement on ITV’s Love Island. The exposure introduced his music to a wider audience and sparked significant growth across streaming and live markets.

The success has since led to conversations with record labels in both the UK and US, as well as discussions with acclaimed songwriter Jamie Scott, known for his work with One Direction and other global artists.

Now, in a last-minute addition to the official SXSW lineup, Scherdel will fly to the United States to perform at the globally recognised showcase, which has previously helped elevate artists including Billie Eilish, Amy Winehouse, Little Simz, Wet Leg, Fontaines D.C., AJ Tracey, Celeste and The Lottery Winners.

For Scherdel, who began releasing music independently just four years ago, the moment represents a significant milestone.

“This all began four years ago when I released music for the first time — just belief in the songs, a bit of grit, and a determination to push them as far as I felt they deserved to go,” he says. “To now be heading to SXSW and representing the north in Austin next week makes me incredibly proud.”

Known for emotionally charged live performances and anthemic songwriting rooted in his northern upbringing, Scherdel has steadily built a growing UK fanbase through consistent releases and relentless touring.

With new music on the way and industry momentum continuing to build, his SXSW appearance marks the next chapter in what is fast becoming one of the region’s most exciting independent success stories.

Sam Scherdel performs at SXSW in Austin, Texas this March 15.