From stories of the horrors of student house parties, to closing the show at Electric Picnic, the lads behind social media sensation Humans of the Sesh have come a long way, and on their terms. Co-conspirators Grand Feen and Brown Sauce talk with Mike McGrath-Bryan about Facebook, lad culture, and finally having a homecoming gig this weekend.
It’s become a cultural phenomenon, one of the first major Irish cultural reference points of the social-media generation, and one that speaks to the great leveller that is the debauchery of a terrible house party somewhere in suburban Ireland. And yet, for its distinctly Irish voice and sense of humour online, Humans of the Sesh has proven to have a phenomenal international appeal, beginning as a Cork-based Facebook page recounting a range of amusing and misfortunate stories from house-parties before gaining massive traction across a number of platforms, including approaching 600,000 followers on Facebook. Fuelled by a love of cheap cans and Amber Leaf rollie kits, the duo behind the page, Brown Sauce and Grand Feen, have expanded its reach massively into other media, but for Grand Feen, their ascent initially came as something of a surprise. “Seeing the huge numbers of people who were liking and viewing our content felt really strange at the start. An average of about four million people see our stuff each week, and it’s hard to grasp the thought of that.”
It’s difficult not to broach the topic of social media reach with the pair without talking about how they did it in the first place and what advice they’d have: after all, past all the humour, theirs is a presence most marketeers and PR people would hand their firstborns over for. “It seems to be getting harder and harder to get a good amount of reach. Recently Facebook is pushing people more and more towards paid advertising. They’ve cut the organic reach that pages can get without paying money. For anyone starting out, I’d suggest just making content that’s unique. People are more likely to engage and share posts that aren’t the typical drivel you see on Facebook day in day out”, says Grand Feen. Brown Sauce seems to have an amount of ennui for social media and the direction in which it’s headed, and speaks frankly on the matter. “I’m sick of Facebook to be honest. It’s a load of sh*t. It’s mostly advertisements these days, even then, if it’s not an advertisement, it’s a “tag a mate who” post or something else along those lines. But if you really want to get reach, and I suppose this theory translates to all aspects of doing anything slightly creative, get a concept, something you know, and just run with it. That might sound oversimplified, but because so much stuff is so contrived these days, I’ve been noticing a lot of stuff lacks a strong basic concept.”
More so than its reach and cultural import at home among the “millennial” crowd, now almost fluent in the page’s injokes and idiosyncrasies, the page and the aforementioned Irish sense of humour has fared incredibly well further afield, with examples of homegrown slang being popularised among non-Irish audiences easily found on social media. The lads are still very curious about their crossover appeal. “Yeah, it’s really interesting seeing where the people who like our page are from”, says Grand Feen. “For example, we have about 60,000 from Australia and 20,000 from America. I post our merchandise myself, and I always seem to be sending them to mad places like Luxembourg, or something. I’m not sure to be honest. I think people abroad have a liking for Irish people in general so that helps us a lot.” Media interest was always going to follow, as has usually been the case when a social media presence begins making serious noises in the newsfeeds of its contributors: such organs of record in the world of electronic music as Noisey and Mixmag, among others, have profiled Humans of the Sesh in recent times. Grand Feen has no idea what to make of the increased scrutiny and experiences behind these features. “Yeah, it’s really strange! Like, VICE (Noisey’s parent mag) once flew us out to London to meet them, and that was mad. We’re just two lads who talk bollocks and make memes on the internet, so it’s felt weird to have people like them take such an interest in us.”
The most remarkable aspect of the page’s content in recent times is how egalitarian it all is: in character, the page has advocated for social issues such as sensible drug policy, reproductive healthcare, intersectional feminism, and transgender right. At a time when influence and speech are being ever-democratised, at least on the outside of it, there have of course been contrarians to the page’s message of inclusivity whilst on the lash. “So many people have messaged us to say that they’re un-liking the page because we’ve spoken about trans rights or the Eighth Amendment”, according to Grand Feen. “It’s mostly your typical ‘LADS’ who give us hate for that sort of thing. They just want their memes delivered to them without any, as they put it, ‘social justice warrior feminist crap’. I really don’t mind getting hate for speaking up, because I believe it’s important for us to use our page’s reach to spread a good message every now and then. We often get messages from people thanking us for speaking out about trans rights, repeal, etc. and it makes it feel worthwhile.” Adds Brown Sauce: “Yeah, the internet is full of pricks. The worst kind of pricks, like, even worse than coked-up feens in a nightclub who haven’t gotten the shift. A lot of our humour is satire, so, like, on one hand we have the people who are in on the joke, and then we have the people who are reading the joke at face value, so there’s a load of eejits. But it’s the internet. What’s new there?”
At the heart of the page’s humour and reach is a love of electronic music, including a running gag of taking aim at both elitists and casual music heads attempting to take the reins of the tunes at parties and wrecking each other’s heads. It seemed destined to transition into music, and Messrs. Sauce & Feen, alongside other co-conspirators, have embarked upon live, in-character DJ sets, a live theatrical show, and most recently, a weekly podcast curated by friends of the page, SESH FM. The results have been phenomenal, including sellout shows in London, closing the show at Electric Picnic’s After Dark stage, and reaching thousands of listeners independently of the Humans range of pages. “It’s just like, ‘f*ck it’, we were willing to sell the page to advertisers and click bait etc., etc., so I was like, ‘why don’t we make SESH FM?’ We were all into music already, so it seemed like a natural step. It hasn’t been too hard maintaining the original idea because SESH FM has always been a bit separate. It’s like, ‘what’s the craic, just like us? Just like music? Then check out SESH FM.” “It’s been a bit hard, but as Brown Sauce said, I see it as the natural progression of the page. We love music, we’re friends with a lot of producers/DJs, and we just wanted to use the page’s success to get involved in music. We haven’t seen it affect the original idea of the page too much, from what I’ve seen, the people who have no interest in our live stuff or SESH FM just ignore those posts, so there was never too much hassle really.”
The lads are playing the Amp venue on Hanover Street tomorrow for pre-holiday bash, with support from Humans affiliate, producer/DJ and SESH FM regular Numbertheory. It’s finally an official homecoming for the group after accomplishing international success in between fits of activity at college and on their day jobs, and Grand Feen keeps us appraised of how they’ll mark the occasion. “They’re just a bitta craic, really. We don’t take ourselves so seriously that we’ll spend the whole night playing deep, Berghain residents-only techno. For example, I started my Electric Picnic set with Skepta, the mid-point song was by trap artists TNGHT, and I finished on L’amour Toujours. Loads of bangers.” “Myself and Grand Feen are from Cork”, says Brown Sauce with a pointed Leeside accent, “and we still haven’t played a gig there, which is sad considering we’ve sold out shows in London. It’s partly to do with the fact that Cork has a real lack of dedicated venues that support the kinda stuff that we do, but the lovely lads at Generic People sorted this one out for us in Amp, so we’ll be going all out for our hometown crew.”
Grand Feen is optimistic about what lies ahead of the holiday glut of activity, with the page’s steady progression being complemented by an expanded content offering and more shenanigans on stage and via SoundCloud. “It’s looking good. We want to continue making content, hopefully returning to the UK for another few shows, and we’re looking to get more designs onto our online store. Video content is something we want to start working on for 2018 so look forward to that.” They seem to be edging closer to the dream of becoming full-time pintmen, and Brown Sauce’s priority now is making life on the sesh a sustainable endeavour. “We will hopefully have more time than ever to dedicate to it, hopefully, can put more time into podcast things, doing gigs and just making cool sh*t and having a laugh.”