'Fire Your Marketing Guy'; Liquid Death Channels The Rage Into a Heavy Metal Album

Tami Abdollah

Tami Abdollah was dot.LA's senior technology reporter. She was previously a national security and cybersecurity reporter for The Associated Press in Washington, D.C. She's been a reporter for the AP in Los Angeles, the Los Angeles Times and for L.A.'s NPR affiliate KPCC. Abdollah spent nearly a year in Iraq as a U.S. government contractor. A native Angeleno, she's traveled the world on $5 a day, taught trad climbing safety classes and is an avid mountaineer. Follow her on Twitter.

'Fire Your Marketing Guy'; Liquid Death Channels The Rage Into a Heavy Metal Album

The very angry sounding man throatily roars:

Quality woman repellent. Bankrupt in no time. Fire the guy who came up with this pitch. And everyone who signed off on it. That name makes me not wanna drink your water. Fire your marketing guy.

This is not your average heavy metal album. In fact, the lyrics are entirely composed of little anti-ditties, if you will, of real word-for-word hate comments from social media commenters and online reviewers who for some reason are very angry about Liquid Death Mountain Water.


This is a disgrace. Your soul is worth a lot more Than a case of water. My soul belongs to my heavenly father Who gave it to me To use until he needs it back. This crap is pure evil in the works.

The brand, which provides water in a tallboy can with the tagline "Murder Your Thirst," has typically used tongue-in-cheek humor for easily viral marketing. (On their website, for example, they're currently offering a "Fuck Corona Special," which includes special bulk pricing on cases.)

Why, why would I buy something That leads me to believe I am going to die from drinking it? Liquid death! This [sic] probably the dumbest product I have ever seen. Bad marketing.

On Friday, Liquid Death, a Santa Monica-based canned-water startup, released its first-ever music album, titled the "Greatest Hates," which includes song titles like "Huge Tools (Every Single Person Involved)," "Reconsider Your Life Choices," "Selling Your Soul is Deplorable," and "Fire Your Marketing Guy."

So you were expecting us to ingest, Something that's labeled "Liquid Death"?! I wish these owners would go on Shark Tank Just so I can see them get slaughtered For naming their water "Liquid Death"

The songs are available on Spotify and YouTube, too. The company worked with legit musicians and producers that includes Gus Rios, who played drums for the death metal group "Malevolent Creation,"; Matt LaPlant, who has worked with artists like Justin Bieber, Jennifer Lopez, and also Malevolent Creation; Seth Ringler, a guitarist with "Upon Infliction"; Torin Ridgeway, does lead vocals here, of "Arsis"; and Jim Malone of "Arsis."

Bit over the top. The fact that you have an option To "sell your soul" is deplorable. Try a new sales pitch That isn't for satan worshippers.

Co-founded by a former Netflix-linked creative director Mike Cessario, Science Inc.-backed Liquid Death raised $9 million in Series A funding led by Velvet Sea Ventures in February. Cessario said amid the pandemic, the cans are selling well after its recent launch at Whole Foods Markets. But clearly, despite winning over venture capitalists, it has a lot of haters, too. In the newest album, available in vinyl, the company channels that rage into a bit of art and entertainment, that's like their other company tagline, "proudly not for everyone."

"If you have something that people truly love so much that they're actually tattooing the brand name on their bodies like they are with Liquid Death you're going to have people who hate it," Cessario said.

The timing has also worked out in a way, even though the album has been months in the works.

"People want humor and levity right now, more than ever," Cessario said. "We're trying to make light of things, even though it's really a dark time."

On a more serious note, Liquid Death has created a profit-sharing program to help bars and bands impacted by COVID-19. The company will give 50% of the profits to "death peddlers" who bring in new revenue from fans and followers who make purchases using a unique code.

Here's one more for the road:

I'm not sure there is any way possible To make the water seem less appealing. Disgusting name. Decomposing head on can. Water is not actually visible. In public or at work??? Looks like you're drinking Corner-store malt liquor

Read the full lyrics here

Do you have a story that needs to be told? My DMs are open on Twitter @latams. You can also email me, or ask for my Signal.

tami@dot.la

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Genies Wants To Help Creators Build ‘Avatar Ecosystems’

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Genies Wants To Help Creators Build ‘Avatar Ecosystems’

When avatar startup Genies raised $150 million in April, the company released an unusual message to the public: “Farewell.”

The Marina del Rey-based unicorn, which makes cartoon-like avatars for celebrities and aims to “build an avatar for every single person on Earth,” didn’t go under. Rather, Genies announced it would stay quiet for a while to focus on building avatar-creation products.

Genies representatives told dot.LA that the firm is now seeking more creators to try its creation tools for 3D avatars, digital fashion items and virtual experiences. On Thursday, the startup launched a three-week program called DIY Collective, which will mentor and financially support up-and-coming creatives.

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Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Here's What To Expect At LA Tech Week

LA Tech Week—a weeklong showcase of the region’s growing startup ecosystem—is coming this August.

The seven-day series of events, from Aug. 15 through Aug. 21, is a chance for the Los Angeles startup community to network, share insights and pitch themselves to investors. It comes a year after hundreds of people gathered for a similar event that allowed the L.A. tech community—often in the shadow of Silicon Valley—to flex its muscles.

From fireside chats with prominent founders to a panel on aerospace, here are some highlights from the roughly 30 events happening during LA Tech Week, including one hosted by dot.LA.

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LA Tech ‘Moves’: HyperDraft Taps LegalZoom Exec

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

LA Tech ‘Moves’: HyperDraft Taps LegalZoom Exec
Photo by James Opas | Modified by Joshua Letona

“Moves,” our roundup of job changes in L.A. tech, is presented by Interchange.LA, dot.LA's recruiting and career platform connecting Southern California's most exciting companies with top tech talent. Create a free Interchange.LA profile here—and if you're looking for ways to supercharge your recruiting efforts, find out more about Interchange.LA's white-glove recruiting service by emailing Sharmineh O’Farrill Lewis (sharmineh@dot.la). Please send job changes and personnel moves to moves@dot.la.

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