There is a lot of speculation of who and what SBTRKT, pronounced SUBTRACT, actually is. A lot of hype was caused over an apparent revelation on July 1st last year on Twitter…This was all apparent. However, initially wanting to remain anonymous and letting the music be judged by itself, SBTRKT’s identity had been revealed a long time ago – Aaron Jerome. Although no longer anonymous by name, SBTRKT continues to wear native society masks, created and designed by ‘Hidden Place’, in order to keep the mystery.
The idea of ‘SBTRKT’ is a persona, a concept of anonymity. The masks are an extension of that. Its creative and clever. Mystery is the new marketing. Everybody knows that.
SBTRKT believes his intention is to allow the music speak for itself. The performance and visuals have become an essential part of his set-up in live shows. After releasing the album, SBTRKT is now touring the UK. SBTRKT kicked the tour off in Sheffield. Performing in his trademark mask, he was on an acoustic drum kit with electronic triggers, and his main collaborator Sampha, was on vocals and keyboards. In live performances, you can tell SBTRKT believes it to be important to engage with the audience. Like the album, the gig was delivered like a perfected DJ set. As well as Sampha’s vocals, it created a fitting atmosphere, providing a series of impressive beats, bursting with fresh ideas. The set delivered was pretty amazing, offering a variety of moods, something that brought the audience closer.
Being a DJ himself, I believe, enables SBTRKT to understand what the audience want to hear, providing the perfect balance. Throughout the album, songs like ‘Right Thing To Do’ show the inner DJ side to SBTRKT, through the majority of the song, whereas others just feature it. It’s an achievement which Jerome has worked hard on.
So has SBTRKT’s success been deliberate? I’m not too sure. Deliberate or not, he’s achieved branding through the mask, hype over his anonymity, fascination, and the subject of conversation over his persona. Some critics I have noticed, argue that its all forced anonymity, and has actually done the opposite of what Jerome wanted and apparently intended. People have focused less on the music itself and more on who this artist actually is. Is that deliberate? SBTRKT isn’t stupid. He knows there’s always a hype about being anonymous. People are intrigued. I don’t believe people have focused less on the music at all, its just something to get people talking. He knew that it would work, and it has. Well done to him.
Photo: http://www.residentadvisor.net/feature.aspx?1203
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