Multiple reports say Sam Smith is taking up a new social media venture, marking a notable shift from their prior public image and style. The Daily Mail and Mail Online describe the change as a “rebrand” and characterize it as a side hustle that is drawing attention from fans. Both outlets present information attributed to unnamed insiders, who say Smith does not appear to feel pressure about the new direction. The articles also note that the new activity is popular with a subset of supporters, referred to in the reporting with a distinctive nickname, and that it is reaching millions of fans through social media platforms. While the reports emphasize Smith’s updated presentation and the audience response, they do not provide extensive, independently verifiable details about the specific content format, platform mechanics, or timelines beyond describing the shift as an ongoing social media move. Overall, the coverage centers on the idea that Smith is expanding their career presence through social media and that fans are engaging with the new approach.