How SAULT Tricked People Into Loving Their Music.

🧂 Embark on a journey into the musical realm of SAULT, the anonymous UK collective, as we delve into the intricacies of how they ingeniously captivated global audiences. Explore the unconventional tactics that set them apart and discover the mysterious allure surrounding their music, from strategic anonymity to deliberate scarcity. Join us in uncovering the intriguing story of how SAULT managed to enchant listeners, defy industry norms, and gain profound admiration for their distinctive approach. This video explores the enigmatic artistry of Sault and the unconventional strategies that led to widespread adoration for their music.
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🎸 Music in the Video:
• yebba / sault type bea...
📽️ Chapters:
00:00 Who are SAULT?
00:33 The Value of Scarcity.
01:22 How the Lack of Touring Creates Value
02:21 Limited Availability Albums
03:25 Accessing Music Forever Through Vinyl
04:08 How SAULT "did a Beyoncé"
05:28 Have These Tactics Hindered Their Success?

[@Sporklift]

Nice clickbait title. They didn't trick me. I listened and the shit was good.

[@OllieSach]

Did you actually watch the video? I gather you might not have because clearly everything I’ve said has gone completely over your head. They make extremely high quality music which in my opinion is amazing, but they’ve carefully crafted several ways of getting people to care deeper than they might have done otherwise. No issues but I’d recommend you actually watch and listen to the video before making a comment about the title

[@ziondeluxe]

this is a really great analysis and commentary on SAULT's musical and commercial intelligence when it comes to their audience and their art. nice one!

[@OllieSach]

Thank you Zion! 🫶

[@Aeizium]

Thank you for this video. I am an avid listener and they are my top artist for 2023 and I am a top 0.001% listener. I understand what they are doing is interesting and unconventional. However, I believe this is out of necessity because there are spiritual lessons inlaid within the tracks across their albums. It's important to be spiritually minded and understanding when listening!

[@OllieSach]

Great, great point! That is amazing to be ranked that highly! You must adore them! Did you go to the live show?

[@Aeizium]

@@OllieSach No I don't live in London and I don't have a lot of money but if they come where they live as they teased on their promotional content recently then I will try to go see them.

[@Aeizium]

@@OllieSach No but I think they are coming where I live in the future based off their official teaser.

[@MBvideos]

Such tricksters, with their damned good music!

[@OllieSach]

🤣 you seen my point though?

[@chrisrussell5690]

I used to work in music. Everytime we used scarcity tactics it worked. Nice analysis, thanks.

[@OllieSach]

Oh that’s really interesting Chris! What were you working on/ with?

[@user-ll9td9ov2x]

"the identity of Sault's members remains a mystery to this day" - I mean, not really. Each of the albums all have 'produced by InFlo' on the back of them, so there's your first one, Dean Josiah Cover. Plus the fact it's quite clearly his partner, Cleo Sol singing on the majority of tracks and apart from people like Kid Sister, Michael Kiwanuka, and Lil Simz guesting on the tracks (which InFlo produces for on a regular basis), it doesn't take Colombo to put this mystery together...

[@OllieSach]

What I’m trying to say is that the experience of listening to a SAULT album is that you don’t know 100% who to expect. Would it surprise you if Cleo didn’t appear on any of the songs on one album? Given how attached she is to the project then yes, but if it contributed to the artistic direction of the music then not at all. So SAULT isn’t a definite collection of 5 members, it is the name given to the art of anyone who appears in the music. Also you do have to go out of your way to find who is on the album 🤣 obviously I knew about Cleo Sol but I had to find out about InFlo

[@zilaneizadpanah8550]

THANK YOU! keep up the good work!

[@OllieSach]

Glad you enjoyed the video! 😄

[@Hollywdq]

I wouldn’t say trick but more of a focus on the music than worrying about the actual artists. Nostalgic approach and embodies Sault = Start A Universal Love Trend! Stay tuned.. more projects on the way. ❤

[@OllieSach]

Admittedly "Trick" is a misleading title. It's more the strategies they have used to attract an audience to their music!

[@alfedge9527]

They didn’t trick me, I heard of them and despite me no longer liking the genre, I was instantly in love back in 2020 And their gig was the best show I’ve ever seen!

[@OllieSach]

So jealous that you saw them live! The setup looked incredible?!

[@alfedge9527]

@@OllieSach check out reports of the entrance. Those guys put on the most immense show ever. Still mind-blown months down the line!

[@EllaBoadu]

Their music is so good, this was very interesting.

[@OllieSach]

Thank you Ella 🙏

[@mamahiggins]

They are simply good. And great at sales. We all wish we could do it, just need to make it happen. They do it PROPER! Skills

[@OllieSach]

It also helps they make amazing music!

[@alimesum7934]

I was indeed tricked, bamboozled, played like a fiddle.

[@OllieSach]

You fool!

[@MultiFreddy34]

Clearly they have a budget that spans a fairly wide net. Talent helps certainly. But having significant cash to invest can bring attention to a project that would not have the views without

[@OllieSach]

Yeah potentially. I’ve been the videos of their concert and it looks incredible. It looks like they have sets you walk through on your way in

[@seanbeach1976]

I enjoyed your analysis.

[@OllieSach]

Thank you Joe! 🫶

[@alfedge9527]

Doing a beyonce?????? In rainbows wants a word

[@storyvilledistrict]

It's not a trick. There's not deception involved. Maybe a way to get noticed, but they are actually good.

[@michaelistoma8356]

I almost triggered

[@OllieSach]

Almost but not quite? 😅

[@tatslikehats]

Stick to teaching Geography.

[@OllieSach]

🤣 great insult tbf 🤝

[@pifflepockle]

Emerce??