Sandi Thom, a Scottish singer-songwriter and multi-instrumentalist, challenges traditional music trends. Her latest single, “Revolution Anthem (Festival of the Oppressed),” set to release on 15/3/24, addresses recent geopolitical turmoil. The song speaks to the disenfranchised and those struggling under unjust systems, embodying a rebellious spirit.

On this rainy afternoon, amidst the soft cadence of raindrops against the café’s window, I found myself seated across from the enigmatic Sandi Thom, our meeting arranged for the purpose of an interview. As we settled into the cozy confines of the quaint café, the anticipation of our conversation hung thick in the air, mingling with the aroma of freshly brewed coffee and the gentle hum of conversation around us. Despite the dreary weather outside, Thom’s warm welcome and infectious smile immediately put me at ease. It was evident from the outset that our discussion would be an interview into the heart of her artistry, fueled by her passion and authenticity. Seated face-to-face amidst the comforting aroma of freshly brewed coffee and the soft murmur of fellow patrons, our meeting crackled with anticipation. We were here to unravel the essence of Thom’s creativity and rebellion, to dissect the very soul of her music that pulsated with defiance and purpose.

photo by @sandi_thom

Sandi, your new single “Revolution Anthem (Festival of the Oppressed)” seems to be a call to action against unjust systems. What specific events or experiences inspired you to create such a provocative piece?

When myself and my co writer wrote this piece we had to look no further than to modern society. I think now more than ever there is an uprising happening all over the world. A clarion call to action. Something stirring within the people and that the lies, the deceit and the corruption within governments has gone way beyond justifiable. Politicians are dwarfed by the worlds problems now. We felt compelled to write this song because now more than ever music needs to speak for the oppressed masses.

Your song draws parallels between historical revolutions and contemporary socio-political issues. How do you see music as a tool for social change in today’s world?

Music has the power to create huge amounts of change in our world. Music is the great Uniter. But everything we are tuned into is controlled. The airwaves are controlled, the music you Listen to has been carefully selected, the songs the elite few don’t want you to hear have been drowned out. The voices desperate to be heard are deleted by meta. We have to take back the control. We are living in an age where we can’t even tell what is real and what is not anymore with the advent of AI now being able to bend reality and create fake content. However, Music has and always will be the one true constant. 

Despite the political undertones of your latest single, “Revolution Anthem” is remarkably catchy, enjoyable, and even dance-worthy. Could you delve into how you balanced the message of the song with creating something that listeners can enjoy singing?

This is what happens when you bring a contemporary songwriter together with a modern day poet! This song was written by myself and my partner Matt. He is an incredibly well read wordsmith. He had written down the bones of the lyrics which I then took away and mulled over. I then came up with the top line, the melody, the chord structure and the general feel of the song. It went through a few reconstructions lyrically after that.. for example the line “this is our song, Revolution is set” was originally “this is our song, the stage is set”. So it went through a few redrafts before we finalized it.

photo by @martoon15000

Your pioneering streamed tours garnered massive attention in the mid-noughties. How do you think technology has influenced the way artists connect with their audiences since then?

For sure. Technology is continuing to advance rapidly and is affecting everything both in a positive and negative manner. With my latest material this year I have released first in the web3 limiting the first NFT drop to 100 copies. My first NFT drop sold out in 24 hours and made 10,000 USD. This is the new age of sharing and selling music giving ultimate power back to the artist!

“I Wish I Was a Punk Rocker” became a massive hit, resonating with audiences worldwide. How do you balance staying true to your artistic vision while also appealing to a broad audience?

I guess it is just the blend of influences growing up coupled with my professional training as a contemporary writer.  I’ve always been heavily influenced by traditional singer/songwriters but also I made my way in the industry originally as a contemporary songwriter becoming known for very “pop” Melodies. So hopefully that allows me to maintain a broad appeal.

Your decision to release music first in the Metaverse is groundbreaking. What motivated you to explore this virtual platform, and how do you think it will impact the music consumption experience?

I’m not one for being controlled and I’m always questioning the system. Even an artist like me at 70 million plus Spotify streams is not earning anywhere near what you might think i would be. The Metaverse is a hard one to get your head around at first and gala, my web3 label are just starting out. But the important thing with any change is to get ahead of it before it becomes mainstream! I see friends of mine in the meta verse making more money in a month than they will in a year from the usual digital streaming platforms. Really what is the real win in this industry? It’s not necessarily fame and glory. Having your face in the papers doesn’t automatically make you a millionaire. It’s beating the system at its own game. So I delved into the Metaverse, studied it and got my head around it. My first release was a massive success there, although Joe Bloggs won’t know a thing about it! 

“Revolution Anthem ” will also be released as a collectible NFT mosaic of your fans’ mug shots. What inspired this unique approach to fan engagement, and what do you hope fans will take away from it?

I guess it’s just a way to keep people involved and make people feel like they too are a piece of the art. With NFTs being 3D artwork you can play so much more with what you can do. The scope for creativity and imagining something amazing is way more than in the typical 2D release world. I hope to collaborate with famous NFT artists to continue to evolve the artwork into something super collectible.

In an era of digital streaming and virtual experiences, how do you maintain a sense of authenticity and connection with your audience?

I’m just about to launch a subscription service, a members only club basically through my website removing the need (and control) of social media. There they get had written lyric sheets, journal entries, behind the scenes explanations and videos as to how songs are made and exclusive material found nowhere else. It’s like bringing back the traditional fan club in the digital realm.

Sandi, considering the rapid growth and innovation in the music industry, what do you envision for the future of the business landscape, say, 10 years from now? With technology evolving at such a pace, do you anticipate any major shifts or disruptions in how music is created, distributed, and consumed?

I think initially there was this fear that AI would take over but honestly I’ve read some of the lyrics AI can write and it ain’t all that!! I don’t think there will ever be anything that can replace real authentic human thought being put into song. Similarly you’ll never be able to teach a robot how to play the piano or violin like a human. I actually feel more than anything there will be this return to authenticity, to simplicity, because it is being taken away from us as a society we will inevitably crave that more and more and seek it out. I think with the uprising taking place across the world just now the people are finding their power again. Realizing their true potential. I think that as a society we are duped into believing we are less than what we are, that’s what allows us to be controlled. But there is a huge shift taking place just now in the collective consciousness and art is going to be more amazing than ever. Ironically I think this new wave of authenticity will flourish in the Metaverse. Simply because it is uncharted territory, it is not controlled yet, it is under the control and influence of the people and the artists themselves. In the Metaverse the artists call the shots. That’s where you’re going to find music evolve and the beautiful thing is it will exist there in perpetuity and nothing or no one will ever be able to remove it.

What’s one piece of advice you’d offer to aspiring musicians who are looking to make their mark in the industry today?

METAVERSE PEOPLE!!! Check out gala music as a label. Go be brilliant there, make more money than you could ever imagine and maintain ALL of your creative control!!!

Connect with Sandi Thom via Instagram / Facebook / Twitter

*This interview was made possible by Quite Great