High Five: The Rise of Extreme Music
For a genre that’s inherently anti-mainstream, heavy metal is surprisingly big business. With major festivals like Download and Wacken selling out in record times, and being the fastest-growing genre in 2018, the rise of extreme music is far from over.
As a music supervisor and lifelong metal fan, I’m always amused when devil horns and heavy guitar riffs infiltrate commercial media. Here are five of my favourite metal campaigns...
Nissin - 'Akuma No Kimura' / 'Demonically Spicy Ramen'
To appeal to a younger audience, Japan’s favourite instant noodle brand Nissin decided to go extreme metal with this insane ramen commercial. Animated by Science Saru (the critically acclaimed animation studio behind 'Devilman Crybaby', among others), the ad features the brand’s feathered mascot, Hiyoko-chan, engaging in an occult ritual!
Sacrificing a bowl of ramen to an evil deity, the chick is turned into a demon rooster who destroys the world, after which it enjoys a bowl of 'demonically spicy ramen'. More on the creation of this campaign here.
Liquid Death - 'Your Grandma’s Energy Drink'
Production: Gorilla Flicks
Canned water brand Liquid Death has amassed a cult-like following (and puritanical opposition) with its absurd but genius heavy metal branding. From collaborating with e.l.f. Cosmetics to create a limited edition black metal corpse paint collection, to auctioning off an actual casket cooler, they’ve managed to become a bona fide lifestyle brand that most companies can only dream of. They’ve enlisted Ozzy Osbourne, Ben Koller and Travis Barker for their campaigns, and even made an '80s dance record with lyrics from real hate comments.
If you’re still wondering why a brand selling iced tea with names like Dead Billionaire and Rest In Peach is valued at $1.4 billion, it’s BECAUSE IT’S SO MUCH FUN! You know what’s also fun? Death metal grannies!
Apple x Deafheaven - 'iPhone 5c'
To the untrained eye, this iPhone 5c presentation might not be that different from any other Apple product reveal, but to metal fans this was a prime 'IYKYK' moment of metal hiding in plain sight. In between a map of San Francisco and an Apple exec’s busy iCalendar is the coveted candy-colored pink iPhone.
You can’t make out the full band name or album title on its screen, but it’s unmistakably the (now iconic) perfectly matching cover of Bay Area black metal band Deafheaven’s debut album, 'Sunbather'. While it’s not explicitly an ad for the record, it’s still one of my all-time favourite product placements.
Toyota's Scion x VICE - 'Scion Rock Fest'
Why is there a metal fest on this list about advertising? Because Scion Rock Fest was actually a brand activation organised by Scion, a now-discontinued, youth-oriented car brand owned by Toyota, in collaboration with Vice. In 2009, I attended the free(!) inaugural event in Atlanta, which featured a killer line-up with some of the best bands in hardcore punk, stoner, doom, black- and death metal such as Neurosis, Mastodon, Boris, High On Fire, Converge and Trash Talk.
In addition to promoting shows in various cities in the United States, Scion supported underground bands by funding music videos and providing vans to touring bands before folding in 2016.
Hyundai x KISS - 'Helping Parents 2 Rock'
My parents rocked pretty hard, but did you know that three in five children suffer from a parent who doesn't? Enter: 'Helping Parents 2 Rock' campaign by Hyundai.
No strangers to capitalise on their image (seriously, they’ve licensed branded pinball machines, lunch boxes, condoms, caskets and even Crocs!), KISS is one of the most recognisable and marketable bands of all time, it’s no wonder the car manufacturer called them to star in their commercial. Who doesn’t wish that the Detroit Rock City rockers came to save your kid’s lame birthday party from annoying clowns and music that sucks?!
Besides KISS, Hyundai also featured Tenacious D, Travis Barker, Alicia Keys and Alanis Morrisette to “help parents reclaim their punk rock edge”... by buying a car, apparently.
