“We are heading towards a downfall of sorts”: Sam French hints at the trade-offs of progress with new single “D.W.F.”

With everything that’s going on in the world and in our lives, it’s understandable and quite tempting to just run away and escape reality especially when everything is tumbling downhill. Sam French talks about growth and finding inspiration through his new single, “D.W.F”. Released last December 17, the up-and-coming music producer wrote the song as “a reference to a couple of things, one being a change in some personal relationships.”

French flourishes as a prolific artist, thanks to a background in music production and a natural knack for story-telling. He’s had the opportunity to do covers and be a part of original bands prior to going solo, entering the indie scene with the debut single, “Inside Dreams” a few months back.

A lot has changed since then, but one thing is certain: being in the music world has only become more exciting for him no doubt. Growing more audiences and helping others hone their talents through his platform, French believes that everyone’s music should be heard.

Using astronomy aesthetics and a statement from as far back as the 1940s, “D.W.F” is one of Sam’s fulfilling tracks written through his experiences and creativity as a rising indie force. In this interview with UNXIGNED, he breaks down to us the concept behind every detail in his latest offering.

First of all, the song is amazing! Love the retro vibes and catchy chorus. I’m assuming the title “D.W.F.” means “Down We Fall”, or is there more to it?

Thank you! You’re correct in thinking the song title stands for “Down We Fall“, it’s in reference to a couple of things, one being a change in some of my personal relationships and that I recognized early on that negatives were becoming more common, the song also highlights my feelings towards industrial growth at the cost of nature, implying we are heading towards a downfall of sorts.

So you just got started this year. Can you tell us about yourself prior to your foray into the music world? What has changed so far?

I released my debut single “Inside Dreams” in June, leading up to that I’ve played in covers and original bands since my early teens. I work predominantly in production so my solo music acts as an outlet of creative expression for me. My standards have changed since I started out. I’ve begun to understand my limitations particularly within my voice and how I can best use it. I now know I can continue to improve gradually and that excites me.

It’s in reference to a couple of things, one being a change in some of my personal relationships and that I recognized early on that negatives were becoming more common, the song also highlights my feelings towards industrial growth at the cost of nature, implying we are heading towards a downfall of sorts.

Sam French

The lyrics seem to suggest someone reaching out and being ignored, apparently due to irreconcilable issues with the other. That sure is so relatable. What inspired you to write the track?

The track was written early in the first UK lockdown in March 2020, about the issues you speak of, I was in a band at the time which wasn’t creatively fulfilling or honestly pleasant to be a part of towards the end. I felt frustrated that I wasn’t creating what I wanted to and began to write the track.

It provided me insight into my own thinking which I think can be hard to come by, I feel a lot more creatively fulfilled now than I did then.

It’s interesting that you used space and aviation-inspired clips in the lyric video. I’m sure it goes beyond just aesthetics. Is there anything specific you’re trying to convey?

They certainly do! I wanted to highlight the cost of the endeavor into war, space, and industry to highlight it comes at a cost.  I love the old-style aesthetic from that standpoint but  I aimed to convey a suggestion that we should consider what trade-offs are made for furthering technology and conflict.

Before the song starts there’s a radio voice saying “Listen to the walls crash in and the thick flesh… run away from reality.” Can you explain what that means?

This was from a radio broadcast I believe in the early 1940s, it is as impactful a statement now as it was then and to me suggests the comfort we surround ourselves within is not a fair reflection of the state the world finds itself in. I wanted the listener to feel as if they had entered a simulation or perhaps another dimension and I believe that voice sets the tone of the track.

Who encouraged and inspired you to pursue your musical dreams?

My older brother has always inspired and encouraged me along with all of my family, my foray into music has been met with nothing but love and support, this is something I will always be indebted to them for,  I understand it can be difficult in some scenarios to support a desired career in the arts, I’ve been incredibly fortunate to have the support I do. From an artistic standpoint, the story and sound of Daft Punk is so influential to me, as is the beauty and elegance of the late Jeff Buckley’s unmistakable catalog.

I wanted to highlight the cost of the endeavor into war, space, and industry to highlight it comes at a cost.

Sam French

I see you’re building some following online. That’s amazing. As an indie artist, how do you manage your social presence to communicate with fans especially in this day and age?

Thank you! I am slowly building a small following, for me the numbers matter only if they are receiving quality consistent content for their support, I believe it to be crucial that I am genuine and honest as I build my profile as although there are quicker paths to numerical success.

I want to build a relationship of respect and friendliness with everyone that stumbles across my profiles. I am greatly honored for anyone to take the time to listen to my music, if I even give one minute of entertainment, emotion or value, that makes it worthwhile.

As your career continues to grow, are there any specific goals for 2022 like an album or a tour (when it’s safe to go)? Which artists would you love to work with if given a chance?

2022 for me is all about constantly improving. I will be moving to Brighton which I believe will offer some great opportunities that sadly aren’t plentiful in the North East, where I’m from, although there are some amazing individuals cultivating a local scene. I’m looking forward to more production work, I love helping artists in a production role. I’ve no plans to go live currently although that is something I will begin to explore next year, I’m wanting to get a great catalog of songs before taking it live. There’s so many great artists that are on my dream list. I’d love to work with Bring Me The Horizon or Sleep Token one day, they’re both trendsetting and genre nonconformists. I love their ability to branch out the metal genre into a modern context, I think we’d make great music together!

I am greatly honored for anyone to take the time to listen to my music, if I even give one minute of entertainment, emotion or value, that makes it worthwhile.

Sam French

Watch “D.W.F“ below and follow Sam French for more exciting music.

This interview has been edited and condensed for clarity.

Agatha Magsombol

Agatha is a college student taking up Psychology and a blogger who loves her dog and mom. Music is her way to find inspiration, excitement, and creativity in writing and in life. She dreams of becoming a Licensed Mental Health Counselor someday. For now, she helps people by sharing good music that uplifts and makes them deeply feel their vibes.