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Sam Cullen is a force to be reckoned with in the New Zealand music scene, breaking out of the small town of Invercargill and establishing himself as a dynamic artist with a rock-and-roll-meets-pop energy. His authentic lyrics, rooted in the experience of growing up in a tight-knit community, resonate deeply with fans. 

After the success of his 2022 Run EP, Sam continued to evolve his sound with the release of Love Again in April 2024, a collection of heartfelt songs about homesickness, self-discovery, and the complexities of adulthood. Over the past five years, he has steadily built a loyal following, performing on Aotearoa’s biggest stages and selling out headline shows. With a debut album in the works and an exciting summer tour ahead, including a three-night residency at Rhythm & Vines, Sam is poised for his biggest year yet.

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Ones To Watch: So, introduce yourself. Tell us who you are and how you came about.

Sam: My name’s Sam Cullen, and I’m from Invercargill. I started writing music when I was 14, but I’ve been playing since I was 7. Once I picked up a guitar, I never really looked back. I’m still loving it and doing it now, based up here in Auckland.

When did you realise you wanted to pursue music?

I think it really clicked for me around 14 or 15 when I started writing and playing gigs. Growing up in a small town like Invercargill made it easier to play shows and get involved in the music scene. It was accessible, and I knew I wanted to take it further from there.

Was it hard to get started in a smaller area? Did you have to put yourself out there?

Yeah, it was challenging in some ways. But on the flip side, because it was such a small town, you could just do it if you wanted to. There weren’t many people my age playing music in the pubs, so that gave me a bit of a chance to stand out. The opportunities were there for me, and that was pretty cool.

How would you describe your music?

I’d say it’s a mix of rock ’n’ roll with a bit of pop thrown in. That’s the vibe I go for, a balance between energy and melody.

Would you say your music has changed since you started making it?

Yeah, definitely. Over the course of the last decade, I’ve grown as a songwriter. When you’re 14, you think about different things than when you’re in your mid-20s. But I’ve always been drawn to guitar music. The guitar’s been my main tool for writing, and I’ve always been involved in producing my own music, which keeps me learning and developing my sound.

You produce your own songs?

Yes, I do. I produce all my own music, which is something I’ve been really focused on developing over the years.

What has influenced your music?

At the start, the music my parents listened to had a big influence on me. They grew up in the ‘80s, so bands like Fleetwood Mac, The Rolling Stones, and Aussie legends like Cold Chisel and Midnight Oil were always playing in the house. Then, when I was 19, I discovered Bruce Springsteen, and that was a game-changer. He became a huge influence, and I realized, "That’s the kind of music I want to make."

You mentioned your songwriting process earlier—would you say it’s driven by anything in particular?

A lot of my motivation comes from home. That’s a bit vague, I know, but it’s true. Growing up in a small town and then moving to a bigger city, meeting new people, and going through that transition into adulthood—those experiences have definitely shaped my writing. I find inspiration in the people, the places, and the experiences I had growing up, like the pub, after-school parties, and the local rugby club.

If there was one thing you’d want someone to take away from your music, what would it be?

Relatability is key for me. I love when lyrics are specific and directional. There might be one line in a song that someone really connects with, even though it’s very particular to my experience. It’s amazing how something so specific can resonate with so many people, and I think that’s what I want my listeners to take away from my music.

What would you say have been some of your career highlights so far?

One big highlight was playing on the mainstage at Rhythm & Vines in 2020. I was super nervous and can’t remember much of it, but it was an incredible experience. Another highlight was playing my first gig with my band, the guys I’ve been playing with for the past two years. We’re really close friends, and that first show together was amazing. I’m looking forward to many more highlights in the future.

What are your goals for now and beyond?

My goal is to keep making music, reaching as many people as possible, and playing bigger shows. I want to travel to new places, write more music, and keep pushing myself creatively. The best part is creating something fresh that no one’s heard before. That feeling is something I want to chase for the rest of my career.