The song “Wake Up People!” was penned by the band’s guitarist John Brereton and is an ode to all those who dare to be different, even if it means enduring constant verbal and physical abuse.
In it, the band also comes to terms with their serious tour van accident, which forced them to take a break of almost twenty years.
For the music video, Sack once again enlisted the band’s friend Stephen Lohan.
Stephen is a versatile expert in digital art, technology and education: after completing his studies (including image synthesis and computer animation at Middlesex Polytechnic), he helped shape the industry at Windmill Lane Pictures from 1992 to 2001 – for example, through U2’s Zoo TV tour and campaigns for brands such as Guinness and Coca-Cola. He later founded the VFX school ImageIreland, began teaching at the Technological University Dublin in 2017, and is now working on AI in digital art as well as an augmented reality football training app, the proceeds from which are intended to fund a football academy.
Stephen once again used AI to bring his script to life for this music video.
In Ireland, Sack established themselves as a fixture on the local indie rock scene as early as the 1990s. Their debut album, You Are What You Eat, caught the attention of Morrissey, for example, and they subsequently supported him on his Oye Esteban tour.
The band’s sound is aptly described as ‘Frank Sinatra fronting the Pixies’ – biting, socially critical or emotionally profound lyrics, penned by frontman Martin McCann or guitarist John Brereton, meet a raw, melodic new wave and indie rock guitar sound.
After several successful albums, a serious road accident eventually forced them into a hiatus lasting almost twenty years. ‘Wake Up People!’ marks Sacks’ return to music and is regarded by some critics as their strongest work to date.