YouTube has become the once unlikely self-promo key to success for some of Britain’s brightest stars. Rising Oxford singer-songwriter Lewis Watson did it this way, now signed to Warner Records, so did Ed Sheeran who is just, well, everywhere. With her debut, self-released single “Heart Of Blue” reaching 48 on the iTunes chart last year and with tens of thousands of YouTube subscribers, Shannon Saunders has already made an impressive start.
The Swindon singer’s debut was perfectly-rounded pop, enough to spark interest without being decidedly different or off-centre. New track, “Sheets”, however, is a big step up. A simple though sophisticated house track it its own right, it sounds like Saunders is the song’s featured artist, akin to the likes of Jess Glynne (appearing on a Clean Bandit song) and Sinead Harnett (Disclosure). Though her confidence as a soloist forging her own path is apparent, Saunders explores sheer insecurity in this latest cut: “I’m an accolade to my lover / because he doesn’t love me…/ am I worthy of my lover? / because he doesn’t love me.”
Completed by glassy synths, elasticated beats and Saunders’ gorgeous, husky expels, “Sheets” sounds like it could soon soundtrack nights out beyond the world of YouTube.
Catch Shannon Saunders live at The Barfly, Camden on 23 September.