Global music sensation Sam Smith has embarked on a new venture as a food vlogger, creating popular content on TikTok and Instagram under the handle 'Sam Served.' In just four months, the account has attracted over 220,000 followers on TikTok, with some videos garnering up to 1.8 million views. The accompanying Instagram page, launched in November, has already amassed 327,000 followers.
While Smith is known for flamboyant stage costumes and avant-garde fashion, their food vlogging persona is notably more casual, featuring the artist in everyday jeans, T-shirts, and shorts. Sources close to the singer describe the venture as a light-hearted hobby picked up during downtime on their global 'To Be Free' tour. "It is light-hearted, and Sam doesn’t feel pressure with it. It is just for fun that they can do while out with friends," a source told the Daily Mail. "There has been a great reception to the videos. They let Sam’s personality shine, and fans are loving it."
The videos document Smith's culinary explorations in cities such as Tokyo, London, New York, and San Francisco. Initially an anonymous account featuring restaurants in cities like Copenhagen, Smith later went public. The musician, 34, tags restaurants, highlights favorite dishes, and interacts with owners, often referring to themselves humorously as 'Ham Smith' and their followers as 'piggies.'
This foray into food content comes after Smith has openly discussed their complex relationship with food and body image. The artist has spoken about childhood bullying related to their weight and undergoing liposuction at age 12. However, Smith has also expressed a newfound body confidence, stating in 2022, "I now have the opposite of body dysmorphia. I look fabulous."
Smith's evolving style and willingness to play with gender norms in fashion have frequently placed them in headlines since coming out as non-binary in 2019. Their daring sartorial choices, from corsets to PVC ensembles, have garnered significant media attention. However, the low-key nature of their food vlogging allows for a more private experience, often without security or public fanfare.
Fans have responded enthusiastically to Smith's new online persona. Comments on their vlogs express admiration for seeing a more down-to-earth side of the artist. "Sam Smith lining up for food is just the superstar we need nowadays," one fan wrote. Another commented, "I love an artist who lives and roams freely and does not take their lives as a “higher” being just because they’re an artist/influencer."
Despite an estimated net worth of £35 million, the food vlogging appears to be a lucrative hobby, with Smith reportedly earning upwards of £10,000 per video. As Smith's tour continues, including upcoming dates in Mexico City, fans can anticipate more culinary content, potentially featuring local specialties.
Smith's partner, fashion designer Christian Cowan, has shown support for the food channel through social media comments. The couple, who live in New York and have been together for over three years, are rumored to be engaged. Cowan, who has designed outfits for Smith, has been seen wearing a large diamond ring, although the engagement has not been officially confirmed by Smith.