Liquid Death Water Recruits Members of Arsis, Gruesome, and More to Make an Album From Negative Internet Comments
The water company Liquid Death was founded by a dude named Mike Cessario, who not only has a background in extreme music (he’s played in various metal and hardcore bands), but has a background in marketing as well. So it’s little wonder that the product has been a prime example of expert promotional efforts since its launch last year. From its name to the fact that its packaging resembles beer cans to its droll commercials to the very idea of selling itself specifically to an often-overlooked consumer base (that would be us metal fans), Liquid Death’s every marketing tactic has been just, MWAH!, right on the money.
And the company’s latest bid for the metal community’s attention is no exception: they recruited notable metal musicians such as Arsis’ James Malone and Torin Ridgeway, Gruesome’s Gus Rios, and Eternal’s Seth Ringer to create an album using negative Internet comments about Liquid Death for lyrics. The resulting 22-minute release, Greatest Hates, includes songs with titles like “Go Out of Business,” “Fire Your Marketing Guy,” and “Huge Tools (Every Single Person Involved).” (The company did something kinda similar with news reports last year.)
Greatest Hates is more than just a humorous gimmick, though: because of the caliber of musicians involved, the album is actually good. That makes it the ultimate act of revenge against the very naysayers who accidentally wrote its lyrics — they’ve done nothing but help spread the word about the company to people who won’t disregard it based purely on some misguided principle of militant anti-commercialism. Liquid Death wins again.
You can stream Liquid Death’s Greatest Hates below, or on any of the digital streaming platforms of your choice. There’s also a vinyl edition available for purchase here.
[via The PRP]