Behind the Beat: Sam V’s triple shot at the Pacific Music Awards

A far cry from singing covers on YouTube, Sam V is Auckland’s rising star in the Pacific R&B scene.

He is nominated for Best Male Artist, Best Producer, and Best R&B/Soul Artist at this year’s Pacific Music Awards (PMA), having already won the latter title three years in a row - 2022, 2023, and 2024.

As artists, performers, and fans gear up to celebrate the best in the Pacific music industry, all eyes are on Sam V to see if he will extend his winning streak or add to his accolades.

The Kūki ‘Āirani artist was hailed a “genius” by the late Pacific music legend, Fiji, and received praise from Grammy Award winner Charlie Puth for his single, Guy 4 U.

Sam V is proving to the modern music makers that the classic showmanship, songwriting, and vocal mastery of R&B are alive and thriving, backed by international recognition alongside artists Thuy and Mac Ayres.

Despite being a fast-rising star, Sam V remains grounded, acknowledging that his Best Producer nomination also shines a light on two gamechangers in the New Zealand music industry - Astro and Edward Liu.

“I also felt it would be appropriate for them to get recognised for a lot of the work they've been doing, so I feel like they're overdue,” Sam V says in his Behind The Beat* interview with Niu FM.

Sam V is set to perform at this year’s PMAs event at the Manukau Due Drops Events Centre on 21 August.

It has been three years since his last solo performance at the PMAs, and he sees this as a chance to better his previous set while competing with the other guest acts.

“I hope it's different from the set I did three years ago, it'll be concerning if it wasn't,” Sam V says, adding that Grammy Award-winning producer and musician, Astro, will accompany him during his set.

“It's about five minutes, I’m excited. I'm quite competitive, I want to have the best set and I don’t want it to be very close.”

Behind the heart-beat

Sam V recalls the time he fainted live on-air during a television talent show called Five Minutes of Fame.

While most would find such an incident humiliating, Sam V has a laid-back attitude about it, especially since it has happened more than once.

“Hot lights plus no food is a bad combination,” he says, gesturing to the studio lights during the interview. “If you turned up the heat on this and took away the food in my belly, I’d pass out.

“I think the last time I fainted was at EdenFest. I got low blood sugar, so if I don’t eat, I pass out.”

His sudden collapse has been discussed in many conversations and was even featured on the American comedy clip show, Ridiculousness, hosted by Rob Drydek.

Sam V says the virality of that moment has not defined his character or affected his art.

“It’s better to lean into than to shy away from it. It’s just an event of my life.”

Reading between the lines

In his steamy song, Rolling Your Eyes, Sam V showcases his epic falsetto in the pre-chorus.

The lyrics suggest an intimate connection with a woman to help her forget past encounters: “He thought he was all that, but you know I’ll top that, ‘coz I’m gonna leave you rolling your eyes.”

“See, I don’t really know what I’m saying there, to be honest. It’s just more of a vibe and energy said within it. Sometimes I’m trying to work out what I’m saying, too. I'm just mumbling my way through that thing.”

Industry critics note a shift in the Pacific music landscape towards repetitive hook-style compositions, making Sam V’s songwriting technique stand out. He is one of the few who still includes a bridge in his songs.

“I think storytelling is important. I’m a big fan of old school R&B, and I like how poetic it is. I think there's something tasteful about not being too on the nose with the things you're trying to say,” he says.

“You can get the same devious messages across in a lovely way. So I like leaning into that where I can.

“You want to keep introducing new ideas and keep it interesting for the audience. It's also an opportunity for me to showcase different vocal qualities and ideas and for Astro and Ed to flex their chops too.”

Sam V has just wrapped his Take A Chance On V tour, which showcased in Tāmaki Makaurau, West Sydney, and Brisbane for one-night-only performances last month.

*Behind The Beat is a social media series featuring sit-down interviews with PMA finalists, where artists share their creative processes and inspirations. It is available to watch on Niu FM’s social media platforms.

The Pacific Music Awards will be held at the Manukau Due Drops Events Centre on Thursday, 21 August. Tickets are available here.