Samuel ASH.

Samuel ASH was born in San Juan, Texas, in the Rio Grande Valley, a stone's throw from the Mexican border. From there he headed to Arizona to study audio engineering at the Conservatory of Recording Arts & Sciences, interned at Omni Sound in Nashville, and landed in Atlanta radio, where Fabo, of D4L, signed him to his first deal and took him on tour.

For years his name was in the credits, not on the covers. He mixed for Solido: 'Inolvidable' (2013) reached No. 1 on Billboard Latin and 'Sentimientos' took home the Latin Grammy for Best Tejano Album in 2015. He produced for Colombian artist Legarda, worked with 2 Chainz, T.I., and Kendrick Lamar, and from Sash Media Group scored series and films for MTV and Netflix.

In 2019 he stepped up to the mic with 'Nadie Como Tú,' alongside Redimi2 and Seth Condrey. Since then he has released almost always in collaboration: 'Demasiado Amor' (2020), 'Sin Escalas' (2021), 'Color de Alegría' (2022) — the song that earned him his 2022 Dove Award nomination in the Spanish-language category — 'El After' (2023), and 'De Camino' (2023), the latter with Reach Records.

In January 2025 he launched LASAL, his own label, and a partnership with Capitol CMG to distribute and develop artists. Out of it came 'De Lo Mío,' the EP 'Entre Familia,' six songs with Tommy Royale, Niko Eme, Sam Rivera, Kenny Rivers, Andy Alemany, and Betsy Jo, and singles such as 'Sin Ti (Desde El Valle)' and 'Borrón y Cuenta Nueva.'

His sound is Latin urban, with reggaeton, trap, and pop underneath, and nearly 200,000 monthly listeners on Spotify. What sets him apart is not volume but craft: he learned to produce other people's records long before singing his own, and today that training helps him say clearly what he believes.