Sam Smith promised in a letter to fans this week that some news was coming “very very very soon,” and he wasn’t kidding. Less than 24 hours after that note went out a cryptic ad went up in the Shoreditch neighborhood in East London featuring the singer’s name, a pensive photo of him staring into the camera with hand on chin and, most importantly, the date Sept. 8.
Smith didn’t offer any further commentary on the post that went up early Friday morning (Sept. 1), other than “Morning London x.”
Update: Smith posted an image of a second billboard in Los Angeles on Friday morning.
A spokesperson for Smith could not be reached for further comment at press time, but it’s possible the ad — which spans the space above several storefronts and also sports the Spotify logo — is a tease for Smith’s first single form his eagerly anticipated second album, the follow-up to 2014’s smash debut In The Lonely Hour. The singer posted a pic entitled “rehearsing” several days ago, and we know he’s been in the studio with longtime producer Jimmy Napes (co-writer of “Stay” and “Writing’s on the Wall”) and Timbaland, though little else is known about the album at this time.