(Producer Interview) - Behind The Music: Sam Cliffe

Sam Cliffe is one to watch. The German-born platinum-certified producer is running the show nationally and internationally, working with the likes of Clavish, Unknown T, DD Osama, MamboLosco and ADAAM. Along with his perpetual presence in the rap scene, he has released his collection of house singles suitably dubbed "Autobahn Bangers." His continuous contributions to the industry since the beginning of his production journey during the pandemic have landed him a publishing deal with Sony and an official Apple Music playlist. 

The acclaimed producer speaks on working alongside M1onTheBeat, his creative process, dealing with labels and more. 

Tell me a bit about yourself, how would you describe yourself?  

I do a lot of things. Mainly I'm an industry producer, but I also release my own music and help other producers with guidance. I do a bit of managing and A&R work but it's unofficial and I'm still learning, we are all learning in this industry. 

How did you get into making music?  

I've been playing instruments since I was 3. In 2020 I really started making music during the pandemic. Before that I'd been dabbling with GarageBand and Logic, it was Kyle Beats on YouTube that made me want to get on Fl Studio, at the time I was just using an iPad. 

What is your creative process like when you make a beat, what do you start with? 

A lot of the songs released are only my melody, so I always start with that, I'll make some chords and then go from there. I rarely use VSTs, If I can play live music I always will. 

Your discography is packed with some megastars, who has been your favourite artist to work with so far?  

In the UK it's Steve Drive. I have a good relationship with Harry James who owns the label for Steve, he got me into him. Internationally I'd say ADAAM, as it was my single with him that went platinum. 

You produced AM to PM by French The Kid alongside M1onTheBeat, As well as Hustle Can't Die by Slim. What is it like working with someone who has had such an influence on the UK scene as M1?  

When I first got into melodies, I would just send them to M1, one day out of nowhere he FaceTimed me and I went to the studio with him. What you realise is the guidance these big producers can give you is more valuable than the work you do with them, even the advice I was getting from his boys in the studio. These experiences you cannot replicate. 

You release house music on your own Spotify and have gained a substantial audience in doing so, is this something you are looking to focus on?  

It's definitely not something I'm focusing on, I'm not Fred Again. I started with EDM like everyone else but put it on the side to focus on producing and eventually came back to it. For me, it's just a side project, not my main focus right now. 

What advice would you give to an aspiring producer? 

The advice I would give myself in that position is that you need to find a unique way to get into the place you want. Just sending melodies was a thing 5 years ago, you need to find different ways to get into these spaces. Once an artist knows you are genuine it's done. 

Have you experienced any trials and tribulations as a producer that others may be able to relate to, how did you overcome them?  

For me, it's dealing with the labels. Creative block is easy to overcome because I'll just put the AirPods down and stop listening to music for a while. But with the labels, for me, if you use my stuff without paying I'm going to win, but for some people, they'd rather just have the song out, it depends on the person. You can't mess with the producers, without them, it's just an acapella. 

Do you think producers are still overlooked in the industry? 

I think it comes in waves. 10-20 years ago, the producer did everything, they were in the studio with the artist. Nowadays you're just sending beats, you don’t even meet the artist. There's a mutual respect but not a deeper respect. 

What's next for you, is there anything specific that you are working on that you would like to share?  

There's a lot. I just got back from South America, I'm working a lot for the German artist NGEE. I'm not English I'm German-born, but I have so many influences from France, Spain and England so every one or two months I am off somewhere to find new people to work with. But mainly right now it's NGEE and artists in Latin America and Spain.