Sam Smith has a TikTok account where they review food And it's a breath of fresh air

Unfortunately, I was doomscrolling on TikTok like I do every evening. I do it to unwind, I do it for work research, but also because, quite simply, I genuinely enjoy it. Among my favorite types of content are: make-up trends, food (both recipes and restaurant or street food reviews, especially Asian ones), and kittens. In the endless stream of videos that I usually watch for ten seconds before scrolling away, one actually made me stay until the very end. First because I recognized a familiar face, and then because, honestly, the content was genuinely engaging. Let me tell you about it.

Sam Smith's secret - but not so secret - account

Sam Smith, the artist behind hits like Unholy and I'm Not the Only One, has decided to launch a side account. Not to be confused with a finsta, the kind of fake Instagram profile people use to post photos that don't quite fit their main feed, usually a space that's more spontaneous and less shaped by marketing strategies or personal branding. This account is called sam.served, and it doesn't even try to hide the fact that it's run by the singer. Quite the opposite. Sam Smith is the main character of the story, taking followers around the world while affectionately calling them piggies. We watch them arrive at the chosen spot, place their order, eat, and then explain exactly why they love it so much. They often tag the restaurants, highlight their favorite places, and even appear on camera with the owners.

When celebrities create secondary accounts

We've already talked about the finsta phenomenon (and similar side projects) among celebrities. But this case is different. It's more reminiscent of when Lorde launched an Instagram account dedicated exclusively to reviewing onion rings, although there's still one major difference. Lorde's account was meant to stay secret, and it quickly fell into disuse once the pop star was "found out." Here, instead, we see a performer reinventing themselves as a content creator with both playfulness and intention, complete with catchy editing, a recognizable logo, and its own branding. It's almost a parallel editorial project that feels less like an insider secret and more like a hidden gem waiting to be discovered. In fact, it has already attracted 75,000 followers.

What could this mean for Sam Smith's career, and for what fame looks like today?

Sam Smith, a non-binary singer born in 1992, rose to fame through a string of viral hits,what we once simply called chart-toppers. After years of enormous success, their career has entered a kind of plateau that still takes them around the world - they're currently touring across Europe and South America - but also seems to allow for a bit more creative freedom. Perhaps this charming side project is one example of that freedom, offering a fresh perspective not only on the artist themselves but also on what it means to be a superstar today, from the inside as much as from the outside. While Sam Smith casually shows us their favorite chicken ramen spot in Tokyo, Taylor Swift can't even go out for dinner without security guards and is photographed almost exclusively when promoting a project. Somewhere in between sits Dua Lipa, whose perpetual vacation lifestyle has become a meme in its own right. Beyond these examples, what's truly interesting is realizing that there are different degrees of fame, public attention, parasocial relationships, success, and freedom. And despite the social media overexposure that convinces us we can - and should - know every detail about our favorite artists' lives, there's another dimension: one that's more authentic and impossible to fully control. The one where Sam Smith walks down a staircase, microphone in hand, strutting with complete abandon. And honestly, it's the best one of all.