As part of his role, Sam will surprise customers at one London Greene King pub, which will be revealed later today, for a one-off headline performance.
It is part of a wider event organised by the pub chain where nearly 800 acts will perform in pubs across the UK on Friday.
Greene King Pubs said the partnership with Sam comes as their research found 47% of people from London surveyed missed out on live music last year due to high ticket prices.
That figure jumped to 64% among 21 to 24-year-olds across the UK, it added.
The research also found among those who did attend, 23% of people from London had to cut back on essentials to afford a ticket, while 20% spent more on live music than on a monthly household bill.
Greene King Pubs said live music remained a “much-loved part of British life”.
The majority of people surveyed said free or local gigs were essential to keeping culture alive. A further 63% said the energy of live performance was “irreplaceable”.
Having launched his early career performing in pubs and as an advocate for grassroots music, Sam said: ”Grassroots music is at the heartbeat of the scene and those early gigs shaped who I am as an artist.
“These spaces allow live music to be an experience available to everyone, that’s why they’re so important, and I’m stoked to be a part of the team helping to keep that alive!”
