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London Calling Podcast Yana Bolder
South African Amapiano producer Sam Deep is in his winning season as he dominates the music charts.
In December, the trailblazer released a new album, “Who I am”, which is filled with bangers that listeners are enjoying.
Known for his clean production, infectious grooves and signature deep-soul touch, Sam Deep has used “Who I Am” to showcase growth, versatility, and renewed artistic confidence.
“This album reflects my journey, the highs, the lows, and the moments that shaped my sound. It’s me, fully,” shared Sam Deep.
One of the lead singles from the album, “Shela” has become a firm fan favourite. Released in August, just before Women’s Day, the song features Nia Pearl, Boohle, and Mano.
“Shela” blends flirty lyricism with nostalgic undertones, anchored by a reimagined chorus inspired by KB’s early 2000s hit, “O a lla”. A celebrated singer and actress, KB’s legacy in South African music culture adds weight and sentiment to the new rendition, while Sam Deep delivers a vibrant and groove-driven interpretation.
The music video for the smash single “Shela” rocketed to 5 million views in only five days, making it one of the fastest-growing visual releases in his catalogue. It currently sits on 5.7 million views, and the visualizer has 21 million views.
“This milestone is a testament to the love and support from the fans,” said Sam Deep. “Every view, every share, every dance challenge means the world.”
“Shela” was also named Song of the Year on several radio stations, demonstrating its widespread popularity. In South African slang, ‘shela’ means to flirt or ask someone out, and with Valentine’s Day a month away, the numbers are sure to spike.
Sam Deep is not only basking in the success of “Shela”; track number two on the album, “Thandaza” is burning up the charts and has overtaken the number one spot from “Shela”.
“Who I Am” has 27 tracks, and hopefully, Sam Deep will be promoting several more of the gems on the album, as he is on the fast track to dominating the music scene in 2026.
Since his breakout into the Amapiano scene, Sam Deep has established a reputation for crafting soulful, groove-heavy tracks that strike a balance between commercial appeal and emotional depth.
His previous hits, such as ‘iMpumelelo’ featuring Eemoh and Da Muziqal Chef, and ‘Kusezo Khanya’, have earned him widespread acclaim and millions of streams across platforms.
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