Is this the greatest album release publicity stunt ever?

It seems that the Vikings of Amon Amarth have surrendered to the digital era.


Browsing through Reddit this week, I found that the Official Facebook Fan Page of melodic death metal band Amon Amarth was probably hacked by a “neckbeard”.

In the timeline of the band’s profile there was a photograph depicting the round face of a sunglasses-wearing, neck-bearded male with tiny teeth; here was a man who assuredly fit the profile of “basement dwelling nerd”. The rumors between the users were mostly funny comments about the face of the guy, and some of them remembered the hacking of the Lacuna Coil Twitter account, done a few weeks ago. A few hours later, another picture of said fellow was uploaded, showing his empowered battle station with multiple screens. Intriguingly, all of these posts mentioned the title of the band’s upcoming album Jomsviking, scheduled for the first half of 2016.

Watch out. I am coming to steal your booze, girls and decency!

Watch out. I am coming to steal your booze, girls and decency!

Today, all of the questions surrounding this hack came to the fore! Were the band’s social network profiles truly hijacked? Did Amon Amarth piss off the kvlt-krew once again with whatever hot-button issue is currently bothering them? Are Swedish “neckbeards” the most dangerous of all trolls?

Well… color me embarrassed, because I was fooled and trolled by the Vikings maestros. A ray of light and truth cut through this ominous cloud hovering over Amon Amarth’s big announcement! It turns out that it was all a stunt to promote Jomsviking and their next single, titled “First Kill”, which will be released in March.

The neckbeard character was fully fleshed out in a video, showing the persona constructed by the internet-made cliché antics: he was eating like a pig, asking for his mom to help during a blackout, attempting to troll and invoking the supposed “purity of the metal culture”. The story of this short movie follows the nerd rambling and enjoying his venomous work on a Reddit post about how Amon Amarth is not a “real metal” band and that they do not know a thing about Norse mythology.

His destiny is unfolded in a matter of minutes after his short moment of virtual glory: UFC champion Josh Barnett, dressed as a true Viking, smashed into the “neckbeard” lair to crush the disgusting character with a mighty hammer.

The entire publicity move of teasing the public with the photograph and publishing the video was done in a matter of hours, nearly a day, developing a good number of interactions with their social network. Now that they have released the stunt, the troll is targeted as their #FirstKill.

On a more curious note, Deceiver of the Gods, the last Amon Amarth album, was announced on the Metal subreddit, and they have done communication with their fans on that platform, too. Also, like Reddit user Todd_the_odd pointed out, the comment made by the nerd on the video was truly made (you can access it here), and it seems to have given the readers and the commenters in the Amon Amarth section quite the surprise.

I think that PR section of Amon Amarth made a great move employing multiple characteristics of the band’s environment trying to generate conversation and interaction over the course of this event: basement anger, the “true metal” fallacy and the use of one of the “safe zones” of the metalhead online culture gathering are all questioned and lampooned in this satirical work. Also, the video acts as a counter-attack of the said “metal elitism” regarding bands signed to “bigger labels” like Century Media Records or Nuclear Blast, a position that implies those bands sell-out, are not the same and should return to their roots. To support this, I need to point that they are apparently signed now to Sony BMG Music Entertainment, according to the few teases they made before this fake hacking [W. Note – In case you live under a rock/don’t give a crap about big labels, Century Media was acquired by Sony last August].

It must have cost a decent amount of money to hire the workers and actors behind the video, so either Amon Amarth is making good use of that major label funding or is attempting to compete and triumph against Sony’s goliath structure. To me, this is one of the best album releases of the last few years, and this approach can be an inspiration for more underground or self-financed bands to use different ways to promote their music and products. Namely, perhaps bands lacking the funding and status Amon Amarth enjoy can use viral marketing and publicity stunts to their advantage.

Having said so, regarding the metal culture, we often treat the internet as a place for only sharing or flaming in the comments sections. But, as a publicity tool, we have to remember that there are a myriad of bands outside battling for the listeners’ short attention spans and, this time, Amon Amarth were successful in gathering a couple of looks and likes with this stunt.

The topic here is not to pressure the bands to throw money to the PR Agencies, only to know the possibilities of online marketing to help in the promotion of their music. Quality in art is a must, but sometimes a creative publicity stunt can improve the reach of said art.

You can check the video here:


Did you like this album release? Do have something to say? Fire your arrows in the comment section!

Written by:

Published on: January 20, 2016

Filled Under: News, Opinion

Views: 1491

Tags: , , , , , , , , , ,

  • King Shit of Fuck Mountain

    Never cared for this band. Just very boring.

  • Bossicus thee Rossicus

    That’s funny shit right there.

  • BobLoblaw

    Kinda like Bolt Thrower, good drinking music.

    • Spear

      Yep. Not terribly cerebral, but lots of fun.

      • BobLoblaw

        A happy medium. Above the middle ground but still unobtrusive.

    • Old Man Doom

      Lawyer-bro gets it.

      • BobLoblaw

        Ease up on the bros bro.

  • frozengoatsheadupanunsarse

    I’ve never listened to this band, for whatever reason, but this makes me rather curious. Unfortunately there are visitors in the office so I can’t just blast some right now in my work coffee break.

    • Spear
      • frozengoatsheadupanunsarse

        Heroic!

    • Bossicus thee Rossicus

      Check this one out as well. One of my favorites.
      https://youtu.be/ljalCgsf4Tc

      • Spear

        This song sets an unrealistic standard of headbangability for other songs.

        • Bossicus thee Rossicus

          Hell yes it does. First time i listened to that album this became my favorite Amon Amarth song, and probably still is.

      • FrankWhiteKingOfNY

        This is actually the only Amon Amarth album that stuck with me and that I occasionally still revisit. Their other albums were a bit one ear in, out the other to me.

        • Bossicus thee Rossicus

          I’m glad you can at least enjoy this song. It jams

          • FrankWhiteKingOfNY

            Not solely this song, I think the whole album is good. They’re not a bad band at all, but I feel that when I own one of their albums I don’t really crave for more of their stuff.

          • Bossicus thee Rossicus

            My bad, i read that as song not album.

          • FrankWhiteKingOfNY

            No problem! They know how to create really epic-sounding melodies though.

          • Bossicus thee Rossicus

            Yes they do!

      • frozengoatsheadupanunsarse

        Quality stuff! I can feel I have a place for them.

        • Bossicus thee Rossicus

          Right on! Glad to hear it

    • Sir Tapir The Based

      Don’t start, not good.

    • I subscribe to Vault Dweller. Amon Amarth is a band that if you listen three songs, you have heard all their discography. But, they truly know how to put a good live show and the lyrics are always entertaining.

      I kinda like Versus the World, but I cannot listen to that album for too much time because it’s just a mass of songs that sounds all the same (except Death In Fire, that one is better).

      If you tolerate fun modern metal, try with Twilight of the Thunder God, Surtur Rising or Deceiver of the Gods (their last albums). If you’re looking for more blasty death metal, try with the older ones.

      • Dubs

        I actually think Versus the World is more varied than most of the albums that followed it.

        • I found it very plain, compared with Twilight, to be honest.

          • I pretty much do their debut, then skip everything until With Oden

          • Vault Dweller

            WITH ODEN >>>>>>>>>>>>
            Those last two tracks, them’s head-splitting anthems there. War music.

        • Paddlin’ Rites ov Beargod

          I also prefer it to most of their albums, probably all others.

      • Weird to think that “With Oden On Our Side” is so “old” now. I always considered it the peak of their modern era, though I love Twilight of the Thunder God too

        • Dubs

          Definitely their peak.

        • You’re right on that!

        • tigeraid

          I’ll be the dissenter and say Deceiver of the Gods was the best for me. The improvement in production from the rest is just really striking.

      • frozengoatsheadupanunsarse

        There’s a lot to be said for strength live and a way with entertaining lyrics. Sometimes time is too short for the existential crises of modernity or whatever.

    • tigeraid

      I know I’ll probably get flamed for doing so, but their last album, Deceiver of the Gods, is a high-water mark for me. Loved it way more than their old stuff. I heartily recommend Blood Eagle, when you’re in the mood to fucking kill someone:

      https://www.youtube.com/watch?v=qAaSenghiSI

      • Dubs

        I enjoyed this album a lot more than Surtur.

        • Bossicus thee Rossicus

          I need to releisten to Surtur. Initially it felt like a let down after Twilight.

      • This album kicked ass. I liek.

      • Bossicus thee Rossicus

        No flames from me, this album ripped. Blood Eagle is awesome, i enjoy the title song a lot as well.

      • frozengoatsheadupanunsarse

        This rips!

  • ‘the “true metal” fallacy’

    I’m not sure what you mean by fallacy there

  • Megan Alexandra

    Not an Amon Amarth fan but I thoroughly enjoyed this.

  • COAL ROLL

    nice to see bands like this not taking them selves too seriously

    • Dubs

      Whether you like the music or not, it’s always refreshing to see people in death metal actually having fun and not acting like everything has to be super duper serious.

  • more beer

    What is funny is it looks like a certain blogger from FFB. The only thing they may be able to steal is his booze. As he is lacking both decency and girls in his life.

    • I bet his herb connection charges him double.

      • more beer

        He probably scores on the street and gets ripped off a lot.

        • 1/2 the time he ends up buying hops.

          • more beer

            I think they just flat out take his money and run.

    • Dave Vincent’s Perm

      The first thing I thought was ‘Axl Rosenberg’

      • more beer

        Yes sir. I think they did that on purpose.

      • Pierre Generic

        Same here.

    • JWEG

      This was more or less confirmed, via further trolling:

      https://twitter.com/AmonAmarthBand/status/689616716356128769

      • more beer

        That is very funny.

  • TrickleDownOvTacoKvltRiff

    Smooth move ex Lax! Well played!

  • Paddlin’ Rites ov Beargod

    W’s Sony comment reminded me of a newsworthy item.

    Candlelight recirds has been purchased by “Spinefarm”, which means it is now owned by Universal.
    While it does not mean that the bands on the label will now “sell-out”, many things will undoubtedly change lile they did for Spinefarm – a label once ruled by dedication and love. Many are going to be dropped, people are gonna change. If a vand manages to stay on the label, good for them, it is however unlikely that Candelight will be allowed to keep doing what they have, how they have.
    R.I.P

    • Dubs

      I saw that news somewhere yesterday. Major label acquisitions are always a risky prospect, mostly because the big labels don’t really “get” metal and all seem to be hellbent on continuing old and outdated business tactics.

    • Didn’t knew about this, Karhu. Thanks. I support Dubs point. It must be truly difficult to pull off the “metal ethos” with a fat capitalist pig picking your ribs with a fork.

  • Stanley

    That guy in the advert has got the kind of face that I’d like to punch. Same as this dude.

    http://ia.media-imdb.com/images/M/MV5BMjA0ODg0MjI3M15BMl5BanBnXkFtZTcwMzE5NjI3Mg@@._V1_UY317_CR8,0,214,317_AL_.jpg

    • King Shit of Fuck Mountain

      Agreed.

    • GAH! He looks like a shitty co-worker I had last year that talked so loud and played in a shitty alt-rock band.

      • Stanley

        The dude in the picture above certainly talks VERY LOUD. He gets right up my naught.

        • I’d pay to watch him run 3 miles.

          • more beer

            I’d pay to watch Stanley punch him in the face.

          • Bossicus thee Rossicus

            I’ll buy the beer.

          • more beer

            Hell yea! We will make it a party!

          • Bossicus thee Rossicus

            Sounds like a damn good time.

          • more beer

            Beer & Beatings!

          • Bossicus thee Rossicus

            Stouts & Steel toes!

          • more beer

            Yes!

          • more beer

            I don’t dance like that. I would find it way too disrespectful to myself. The only dancing I have ever done is in the pit.

          • Lol. Just a Hot Rod GIF excuse.

          • more beer

            Hahahah!!!!!!!!!!!! I have just always found it amusing that people actually act like that.

          • King Shit of Fuck Mountain

            Oh fuck yes!

          • more beer

            It looks like something JJD would dream about.

          • Hahaha!

          • Janitor Jim Duggan

            Awwww. I love adorable anthropomorphic food fighting each other.

          • more beer

            Hence my comment.

          • Janitor Jim Duggan

            I’d pay for it as well.

        • ** FLUSH PEOPLE THAT TALKS VERY LOUD **

          • BLACKBEARD UNFILTERED

            Im pretty loud most of the time 🙁

          • :c

          • Janitor Jim Duggan

            Link plz! I talk loud because I did theater for a while!

      • Eliza

        He reminds me of a guy who spent three years trying to pass 12th grade.

    • It’s probably a good thing that I’m not really sure who this is.

      • Dubs

        Seth Rogan.

        • Stanley

          GAH!

          • Dubs

            He was definitely the funny man du jour for a while. I think it was because American slobs could empathize with him.

          • Stanley

            American slobs <<<<<<<

          • Sir Tapir The Based

            Americans <<<<<<<<<<<<

          • Humans <<<<<<<<<<<<<

          • more beer

            Except he really isn’t funny.

          • Dubs

            Agreed. Just sort of overtly vulgar. That was kind of the trend there for a while. I prefer more absurdist humor.

          • more beer

            I also prefer the comedian to be funny and not cater to 12 year old’s.

          • BobLoblaw

            Comedic actors are in no way comedians. Same goes for comedic writers for the most part. Maria Bamford and Morgan Murphy are so much more talented and funny than the Amy Poehler/Amy Schumer’s of the world.

          • more beer

            Both Richard Pryor and Eddie Murphy early i his career were able to do both.

          • BobLoblaw

            While most comedians play comedic roles (Patton Oswalt, David Cross, Louis C.K, Todd Barry, etc) in movies I have yet to see these comedic actors doing any original material on stage.

        • He peaked in pineapple express. Everything since then has been shit.

      • Well you two have one thing in common though… Love for herb.

        • Oh, Seth Rogen! Ok.

        • Vault Dweller

          To be fair, no man is trustworthy who does not maintain a healthy respect for the herb.

          • xengineofdeathx

            I partake when I can. But random drug tests and all that…

          • Waynecro

            I don’t like weed, and I’m just about the only trustworthy person I’ve ever met.

      • Stanley

        This is the guy that is in every single “comedy”, ever.

        • Bossicus thee Rossicus

          An unfortunate fact.

          • Unfortunate fact that there is a whole herd of them all too.

          • Bossicus thee Rossicus

            They travel in an annoying pack.

          • Indeed sir. Indeed.

        • One of those “Seth” or “Judd” guys?

    • Óðinn
      • You are cruising for a bruising, mister!

        GL

        • Óðinn

          Most punchable face ever.

    • Óðinn

      I actually really liked his first couple of movies when I was younger, but I have to admit that Tarantino is annoying. He needs to stop making movies and he should probably be punched in the face and then kicked several times once he’s on the ground. He’s done nothing even remotely interesting since 1994.

      https://static-secure.guim.co.uk/sys-images/Guardian/Pix/pictures/2014/7/28/1406507999081/Quentin-Tarantino-attends-014.jpg

      • Stanley

        You’re probably right although I like his movies even if they now follow the same formula. I never get tired of witty dialogue and violence.

  • CyberneticOrganism

    Careful Amon Amarth; play into that “fuck the haters” angle too much and you’ll start to look like Manowar.

    https://www.youtube.com/watch?v=Y6wDNfDwezU

  • RJA

    Re: Bandcamp
    Joe – do you not have a bandcamp account? And no, I’m not buying your album!
    Jack Bauer – I am not buying you an album by a band named Ass to Mouth. Can’t have that on my record. I will consider the others.
    Sweettooth0 – you have nothing in your wishlist. is there truly nothing you wish for?

  • Scrimm

    *Sigh

  • Eliza

    This is so hilarious! I’m a lot more excited for the new Among Amarth now.

  • Vault Dweller

    Great article Link, Mi Malandro Hermano! I don’t like everything Amon Amarth have done, but there are a number of great tracks of theirs that I encanta mucho; my favorite pairing is the fantastic storyline from ‘Arson’ and ‘Once Sealed in Blood.’ A story of a group of warriors slaughtered by cowards, and the single survivor who pursues eternal revenge, assassin style.
    https://www.youtube.com/watch?v=_YHLXBqTM6M
    https://www.youtube.com/watch?v=Gt2u0fzCytg

    • Yeah!

      Lyrics in hand along with the music (and a Wikipedia open, just in case) is another way to enjoy this band. The way they construct their lyrics is simple, narrative and efective. Good call, mate.

  • tigeraid

    I fucking love Amon Amarth, despite their “formulaic” nature. And this is part of why. They have a wicked sense of humour.

  • nbm02ss

    Josh Barnett? That was…expected.

    • BobLoblaw

      Not really. Dude loves metal.

    • Now, I’m watching again the video: Isn’t that the wrestler that plays Magic The Gathering?

  • OldMetalHead

    I’ve seen these guys both in Europe and the US. I love how the audience sings along with their big songs. Too fun.

  • tigeraid

    Also Josh Barnett rules. WARMASTER.

  • NICE. I really enjoy Amon Amarth. Great tunes. I own most of their albums, too!

    GL

  • RE: Randall Thor…(RFI)

    • Sir Tapir The Based

      Randall wants to kill an orc and fuck a dragon.

      • more beer

        People do need to have goals.

      • Disgustache

        Randall is the Dragon.

      • Hammerdong Von Spookypoop

        Priorities: that man has them!

    • tigeraid

      e’rrrrr day, sir.

    • Bossicus thee Rossicus

      The fact that someone named Wu-Tabg Horse said that makes it all the better.

    • Hammerdong Von Spookypoop

      Why not both? I’m sure a sword could make for one hell of a Donkey Punch.

  • it’s all fvcking heresy

    “Are Swedish neckbeard the most dangerous of all trolls?”

    Nah that would be Croatians. They were banned from like half the internet in the mid 2000s

  • xengineofdeathx

    I know several people who are just like the guy in the commercial. Also, Josh Barnett is the man.

  • Disgustache

    Be on the lookout for the imminent viking raid following this stunt. Vikings are known to follow up internet antics with pillagings, burnings, and sackings, among other things.

  • Paris Hilton

    I’m pulling a Metallica and writing AA a cease and desist letter. The neckbeard depicted in this video is a blatant copyright infringement of Azeroth the Malevolent, which is a registered trademark of myself, and Toilet ov Hell.

  • Waynecro

    Never before has a Hot Pocket looked so utterly unappealing.

    • jalapeno chicken hot pocket or GTFO*

      *just joking, they’re all rill gud

      • Waynecro

        I didn’t even know jalapeno-chicken Hot Pockets were a thing. Fuck this cottage cheese; I want a Hot Pocket for lunch instead.

  • Hammerdong Von Spookypoop

    Judging by that pic, Psy’s really let himself go since ‘Gungnam Style’ was actually a thing.