"Sometimes it takes a journey into the heart of the beast to find ways to conquer it. For soulful pop songstress Sammi Morelli, that meant taking a four-year hiatus from her music-making passion to explore the often dark and sinister workings of the music industry, operating from the inside as an on-air personality at various “all-hit” radio stations. The education she received from the experience taught her the valuable lessons she is now vigorously applying to her rejuvenated dream of become a superstar pop vocalist.
“I took some time off after my last production deal and got into radio and it really gave me a first-hand master class on what works and what doesn’t,” said Sammi, a British Columbia native who’s executing her plan for world conquest from the supportive and friendly environment she’s discovered since moving to St. Catharines. “It was pretty time consuming and I thought I could do both but I couldn’t. I needed to be doing music fulltime. So I quit and re-dedicated myself to my music. It definitely relit the fire in me and I feel like I’m ready this time. It feels right.”
The formal “re-education” that Sammi’s radio experience provided was necessary despite a vast musical resume that began at a very young age. By the time she was 13, she had co-penned and recorded her first five-song EP, and by 16 was lending her versatile and powerful voice to popular B.C. band “The New Colours.” Further high profile exposure on MTV Live and CBC’s The X, an opening slot for The Black Eyed Peas and song placements in the PlayStation game “In The Groove” and the TV series “Smallville” quickly sent her hopes for long-term career success soaring. However, witnessing the methods and machinery responsible for churning out FM radio’s homogenized playlists has given her a new perspective on the business and a laser-focused approach to song-writing."