Sheffield singer-songwriter Sam Scherdel has signed a global recording deal with international music company Create Music Group (CMG), together with its UK label Ostereo and US-based Broke Records, marking a major milestone in the career of one of Yorkshire’s most exciting independent artists.
Sam Scherdel The deal completes a remarkable four-year journey for Scherdel, who lost his job in 2022 and made the decision to throw everything into songwriting and building a career in music.
What followed was a relentless period of writing, recording and performing which eventually saw his breakthrough single “Somewhere in the Middle” explode online, generating one million TikTok views in just four days.
The viral success was followed by a high-profile sync on ITV’s Love Island, introducing Scherdel’s music to an even wider audience. His catalogue has now passed three million streams, while his growing international reputation has taken him from Yorkshire venues to stages and industry showcases across the UK and US.
The new deal will see Scherdel join the rapidly expanding Create Music Group label family, with Manchester-based Ostereo and US label Broke Records providing a global platform for artist development, marketing and distribution.
It also comes as Scherdel prepares to release the first music of this new chapter, with new single “Kyoto Snow” confirmed for October 16.
The release arrives amid a breakthrough year for Scherdel, following his partnership with Broke/Ostereo, new representation from X-ray Touring, and appearances at SXSW, The Great Escape, BST Hyde Park and Tramlines.
Speaking about the signing, Sam Scherdel said: “After my songwriting career properly began in 2022, looking back and seeing how far this has come is pretty unbelievable. Losing my job was one of those moments where I had to make a decision about what I actually wanted to do with my life, and from there I went all-in on songwriting.
“My goal has always been to write honest music and make that the focus of my life. Since bringing LAMA on board earlier this year and working closely with the management team, it became clear the music needed the right people around it to help deliver that vision.
“I’m delighted that journey has led us to Broke and Ostereo. They believed in the music from the very beginning, and I genuinely feel we’ve found the right home for these songs.”
Central to Scherdel’s appeal is a songwriting style rooted heavily in lived experience, tackling love, loss, upheaval and everything in between with an honesty that has increasingly connected with listeners on both sides of the Atlantic.
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