Erase Me

Remember the days when internet marketing wasn’t so prevalent? Marketing campaigns made use of word of mouth or print and television to spread the word. I remember when The Sixth Sense was showing in the cinemas. Everywhere I saw advertisements for the movie with the message plastered “Don’t tell anybody the ending.” I thought that was a pretty cool way to market the movie. Unfortunately for me, I didn’t manage to catch it in the cinema. I only saw it many years later when it was showing on Astro. By then I had already known about the ending so it wasn’t impactful to me. However I appreciated what it did.

Other movies that received similar buzz with its marketing tactics were far and few in between. The most prominent ones I can remember – Blair Witch Project, Cloverfield, and Paranormal Activity. I never got sucked into the hype that these movies generated, but for the latter two, I enjoyed seeing how people reacted to all the marketing campaign activities thanks to the internet. It was a lot harder to keep track of those things pre-social media. These days, everything gets hyped up on social media, and it’s hard to tell whether something is worth your time or not *cough*Black Panther*cough*. Anyway, thanks to the internet, it’s easier than ever to spread the news to everybody you know.

Recently I noticed it being used in music (it might have been done a long time ago, but not for bands I cared about). Brand New did something crazy by just pushing their album out online, ahead of their release dates. Fans and critics lapped it up. They debuted at number 1 on the Billboard charts. Today, I saw on Reddit, a thread where a Redditor received a mysterious CD in the mail. The CD contained a sample of a song and written on it was a URL for a website, where a countdown is going on right now. Based on the font on the website and the font on Underoath’s Twitter banner, people have come to the conclusion that it was a teaser for the band’s next record.

As of this time of writing, the countdown still has 1 day and 7 hours to go. It’s been a while since the last Underoath record, so I’d be stoked if they announced their next one. Here’s to hoping they pull off a Brand New and push it out on the same day instead of just announcing it. It’s been too long! Also, I guess this is me playing my part in putting the word out about a possible new Underoath record. Funny how nobody asked me to do it, yet here I am typing away. Woot.

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