“He’s so important”: Annie Mac hails the rise of Sam Fender ahead of AMP London

"He's not your average successful artist, he's different and I like that."

Annie Mac has hailed the rise of Sam Fender, ahead of the hotly-tipped singer-songwriter playing a show at AMP London later this month.

The Brits Critics Choice winner will headline Bethnal Green Working Men’s Club later this month as part of the DJ’s inaugural four day takeover of venues across London.

And with his debut album expected to drop later this year, the Radio 1 stalwart believes that he’s one of the most important new artists to emerge.

“People like Sam Fender are just so important to have in this day and age,” Mac told NME. “He’s a real working class guy from North Shields. He’s not your average successful artist, he’s different and I like that. He’s representative of another world outside London and I think it’s really important so I’m really pleased to have him on there.”

She added: “We worked really hard to get him a part to play and having him at that venue will hopefully be something we can remember for years to come.”

As for the rest of the line-up, Mac pointed at other acts like Amyl & The Sniffers who have helped Mac’s AMP series grow beyond its dance music origins.

“I’m well happy, because there’s a good cross section of everything that’s exciting about 2019 on the line-up,” Mac explained.

“I like the diversity of it and it’s something I feel quite strongly about. With AMP, we’ve been branching out. We’ve been a dance music brand, but we wanted to broaden our horizons and this is the culmination of those efforts over the last few years.

“I’m really proud to have people like Amyl & The Sniffers and Pumablue and exciting new artists from totally different words that are part of the line-up.”

This comes after Mac previously hailed Dave – and told NME how the rapper’s latest effort ‘Black’ had received backlash from listeners.

AMP London takes place from March 27 –30.