Last Thursday, Sam Smith gave fans hope in a letter that he posted, promising news that something was coming “very soon” and he had “poured his heart into this record.” 24 hours later, he posted a photo of his face on a giant ad in East London, with his name and the date, “Sept. 8,” saying “Morning London x”
The black and white ad includes a Spotify logo, so it’s possible that a new single will be released on the date posted on the massive billboard.
Smith posted an image of a second billboard in Los Angeles on Friday morning and a third one in New York City on Saturday.
The first single will be called, “Too Good at Goodbyes” and it’s dropping this week.