It was one of those stories. That's my analogy of how Neal reacts to Hardline. Even 'Face The Night' was a song that I wrote that we recorded as Hardline 1 and didn't have space for that one either. Episode aired Nov 20, 2019. So that's what we did. I'll tell you a bit about personality, I'm an over achiever and there have been several people in my life that have tried to keep me from doing certain things. So I tried really hard to meet that deadline and we came really close but Joey wasn't able to let his schedule meet basically.
Partially supported. And it garnered, I think something like four million views in five months and got more fans on their page than Aquafina in that time and basically had these numbers to take to investors because no one in the right mind would be like, yeah, let me invest in something called Liquid Death with a skull on it. He was a bit sick at the God's too? And so I think he kind of had this epiphany at the time that evolved, but it was like, man, why are we trying to disguise, why are we trying to sell energy drinks in this really underhanded kind of way? Even my friends say hey we love this 80's stuff and I'm like gosh damn it, it was 90's not 80's. I'll be honest though, there's a couple of spots that I would have liked to hear something else of something a bit different. So for something like us, if we can get you to laugh in an idea, it starts to open up a lot of pathways in your brain and you're like, oh, you're right. I mean, I remember, I don't know if you worked on this, but we worked on the VW teaser for Super Bowl. I mean the Axel Rudi Pell stuff is great but he has such a distinct style. Search for quotations. He literally gave up what might have been a wonderfully successful career with a lot of money and a lot of fame to go back there and start a family.
They are looking at themselves saying do I like what I see. Seasonally we average about 100 employees. Right, well just so you know we are on the exact same page. Instead, I talked to Johnny a few weeks ago via phone, catching Johnny hard at work in the office... It's easy to be like, oh, you used a porn star, but we used it for a really good purpose. In a way it is kind of testing in real time and not being afraid to test stuff live. Overall I had a blast. I learned more in five months than I had in years, but I came back to a consultancy agency environment. So that was the whole concept behind the packaging. That is the actual demo of when Neal and I created that song.
And if you're out of the decision room, you're not going to do brave and bold work because at the brand manager level, it just gets killed. I'll see if I can get you some little snippets of that. We were tired and having to wait around all day. Basically this group comes from the East Coast of the U. We could get some bootlegs going on the net or something! Yeah it's different that straightforward Metal kind of witches and dragons. I wrote this song about regret.
It just means sometimes I get caught up in my own views and sometimes I need to step back and see things the way other people see them as well. I mean in the middle of it I was kicking myself saying that my wife was right that this record was going to kill me. Maybe some of the hard rock stations. We got along really well and he was the twist that I really wanted to put in this record. We're picky bastards over here.
I mean, one thing to me is evident if you tested that name, it would've been killed. I saw you guys live and my ears nearly bled because it was so heavy. And so I think everything we do is always backed by that kind of logic. But the kind of story is Mike was in the punk scene, in the metal scene, skate scene, and got invited back on Warp Tour and was hanging backstage in Warp Tour one day and noticed that all the bands were drinking these cans that looked like Monster energy drinks. With a current market value of $700 million, Liquid Death Mountain Water has made waves in the beverage industry with their quirky, irreverent and entertainment-driven approach to marketing. And I think you guys are a great case study for a lot of nonprofits, frankly, because they get too stuck in the gears of the policy and there is political action needed, but you've got to bring everyone with you and the story matters. We put out so much content. And so as part of that, you had to see what was in the bottle.
And so if we could all have more fun personally, our lives would be better. And laughter, just like any good standup comedian, the idea is that there's truth there. And maybe this is the first time you've really gotten into an environmentally sustainable message and then it sort of unlocks this idea in your head of like, oh, I have a lot of choice and agency when it comes to this stuff. I hate doing these songs by song things because there are a lot of things that went through my mind when writing this stuff and I can't get it all out to you. I was backstage for some of the show and I didn't know about any of it. So I think going back to your question, it's both from the agency side and from the brand side, I think we have to let humor in more. I wrote this song very quickly and when I sang it I was in a pool of sweat literally and it translated so frigging well. He was in a group called Danny Spanos and he said you guys should remake this song.
You have to watch like a hawk, you have to watch what's going on. You've got one of the best drummers in the business still. With the Coppola family and Bobby cut all the drums on that record. It's a very simple tune. We're always like, dude, if you test this stuff, it dies immediately. Alright Brother Johnny, he caught a plane and he got on it Now he's a razor in the wind And he got a pistol in his pocket They say the man is crazy on the West Coast Lord there ain't no doubt about it!
I am dead serious as a heart attack. You know you think you are full of all this energy and you can do it. And I think we have the same thing where it's our biggest problem is we have too many things we want to make. I actually sung everything on that record in the recording studio in my house and I'm telling you what's wild about that song is that when I sang this song I was in pure sweat. Match consonants only. And in fact, it was this thing called Monster Tour Water.
Winston Binch (29:11): And also, I mean you also behind the laughter the fund, there is a noble mission.