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:

📽️ 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.

[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!

[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!

[AdamTopham-ok]

"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...

[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. ❤

[chrisrussell]

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

[alfedge]

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!

[MBvideos]

Such tricksters, with their damned good music!

[TheeChristopherEsley]

“Doing a Beyoncé” Prince has entered the chat

[alimesum]

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

[EllaBoadu]

Their music is so good, this was very interesting.

[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

[MultiFreddy]

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

[storyvilledistrict]

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