One of the world’s biggest pop stars, Sam Smith is the formerly suave and suited songbird who now takes to the stage in outrageous diamante jumpsuits.
But now their – Smith uses ‘they/them’ pronouns – millions of fans are being served a different slice of their idol, for they have started a side hustle as a food vlogger. And it is not in latex corsets or dangerously oversized shoulder pads that they tour word-of-mouth delis and patisseries, but in everyday jeans, T-shirts and shorts.
This pared-back version of Smith looks the most joyful yet – you could say they’re happy as a pig in the proverbial. And that is not being unkind, for they call their TikTok and Instagram followers ‘piggies’ and the social media handle for their food vlogging content is a caricature drawing of Smith as a pig.
In just four months, the singer’s TikTok page, Sam Served, has raked in an impressive 220,000 followers, with numerous videos reaching up to 1.8million.
Meanwhile, their Instagram page was launched in November and has garnered 327,000 followers.
But why would such a globally successful artist want to be an ordinary influencer, in a market that is already saturated by celebrity chefs, previously unknown foodies and even the disgraced former TV host Michael Barrymore?
One source close to the singer has told the Daily Mail: ‘Sam’s new food account is a hobby they picked up while on tour. While they have been travelling around the world, Sam thought it would be fun to film during their downtime.
Judging from Sam Smith’s food vlogs, the singer – who often takes to the stage in outrageous diamante jumpsuits – seems to be most joyful in everyday jeans, T-shirts and shorts
Smith’s followers are affectionately nicknamed ‘piggies’ and the food tasting videos are known as ‘pig-nics’, with some reaching up to 1.8million views
‘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.
‘There has been a great reception to the videos. They let Sam’s personality shine, and fans are loving it.
‘Many have even called for it to become a TV show!’
In the short videos, the Unholy singer who is currently on their global To Be Free tour, takes their followers to restaurants in Tokyo, London, New York and San Francisco.
It began as an anonymous account with posts about restaurants in cities like Copenhagen, but this year they went public with the account.
The musician, 34, often tags the restaurants, highlights their favourite places, and even appears on camera with the owners.
They arrive at the chosen food venue, place their order – anything from shrimp tempura (‘the best day of my life’) to ‘insane’ carrot cake – and eat to their heart’s content.
Smith often refers to themselves deprecatingly as a ‘pig’ for doing so (and goes by the name ‘Ham Smith’), which feels like an acceptance that they have embraced their curves.
Early in their pop career, Smith professed a ‘love’ for food, but with that has come a waxing and waning of their waistline.
In 2015 they said their relationship with food will ‘be a battle for the rest of my life’.
Four years later, they shared a vulnerable Instagram post of their shirtless body.
‘Some may take this as narcissistic and showing off,’ they wrote alongside the picture, ‘but if you knew how much courage it took to do this and the body trauma I have experienced as a kid you wouldn’t think those things.’
‘Early in their pop career, Smith professed a love for food, but with that has come a waxing and waning of their waistline,’ writes Codie Bullen. (Pictured: Smith singing at the Oscars in 2016)
Non-binary Smith began to play with gender norms in clothing. And thanks to some outlandish fashion choices, such as this Met Gala ensemble, the star has rarely been out of the headlines
That childhood trauma included being bullied for their weight and even undergoing liposuction aged 12.
Yet speaking to the Sunday Times in 2022, Smith proudly stated: ‘I now have the opposite of body dysmorphia. I look fabulous.’
And that self-confidence is nowhere more apparent than in their wardrobe choices.
After coming out as non-binary in 2019, they began to play with the rigid gender norms in clothing, opting for more androgynous looks with avant-garde styles in outlandish shapes and often scant coverage.
From flesh-flashing corsets to thongs and fishnets alongside PVC ensembles, the star’s racy fashion has kept them in the headlines.
But when it comes to food vlogging, less flamboyance seems to help them keep a low-profile while filming on the street. Smith appears with no security in tow, nor any screaming fans in their wake – a luxury that not many A-listers wanting a low-key coffee can enjoy.
And Smith’s fans have responded positively to seeing this new side to them.
One fan gushed: ‘I love your music. I saw you live in Toronto, but this is freaking amazing! Like if you did want every single day for the rest of time, I would watch it and love it and count down the hours and minutes and seconds to your next video. I love this so freaking much!’
‘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,’ another said on their vlog.
‘Sam Smith lining up for food is just the superstar we need nowadays. We love you.’
With an estimated net worth of £35million, Smith can’t be doing it for the money.
But it is a lucrative hobby nonetheless, with the singer estimated to be earning upwards of £10,000 per video.
Smith is believed to be earning upwards of £10,000 per video, and some fans have expressed a desire for their food vlogging series to become a TV show
As the singer’s tour moves to Mexico City next month, we can surely expect some scrumptious taco eateries to feature on their social media channels
Although Smith’s partner, Christian Cowan, doesn’t feature often on the singer’s social media, he has shown public support for Sam Served by commenting heart emojis on the food videos
Smith is clearly an eyeball magnet, so it is likely they will be offered brand deals and free visits to sought-after establishments – but for now, Smith is seen paying for their feasts with a credit card.
Expect a slew of taco eateries to feature on their vlogs next month, as Smith takes their ‘To Be Free’ tour to Mexico City for four shows at the Auditorio Nacional, followed by a stop in Guadalajara.
It will coincide with the release of a new album, Hazel Eyes, after which will come a recently announced ten-date run in the UK in September, including Manchester and London.
The singer’s global tour so far has featured a residency in Brooklyn, New York, multiple nights in San Francisco and a bevy of celebrity concertgoers including Anne Hathaway, Anna Wintour and Ed Sheeran.
Smith’s partner, fashion designer Christian Cowan, has also been spotted in the To Be Free crowd. The pair live in New York and have been dating for more than three years.
In May, the couple reportedly confirmed their engagement as they were overheard discussing the proposal before stepping on to the Met Gala red carpet.
Cowan, who designed his and Smith’s looks for the star-studded event, reportedly wore large square-cut yellow diamond ring by Cartier on his wedding finger. Sam did not appear to be wearing a ring on their left hand, and they are yet to confirm the rumours.
Cowan is a UK-born fashion designer who has worked with A-list celebrities, including Jennifer Lopez, Lady Gaga, Cardi B and Paris Hilton.
While he doesn’t often feature on Sam’s social media, he has shown public support for Sam Served by commenting heart emojis on the food review videos.
With Sam putting ‘no pressure’ on the fun videos, it is unknown whether they will continue to post this style of content.
But one thing is for sure, there is a huge appetite for Smith, the now certified foodie.
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