We’ve previously spoken about how Australia’s heavy bands are way ahead of the curve when it comes to innovative ways to engage with their fans, whether it’s via unique album release campaigns or social media activity.
Bands like In Hearts Wake and Northlane (who will soon be embarking on a co-headline tour) have been exemplary in their understanding of how modern music fans engage and communicate with bands and how they discover music.
It just so happens that both bands are members of the UNFD stable. We’ve previously touched on the Australian label’s achievements, with many industry stakeholders citing them as an example of what a contemporary record label should be.
Case in point, the label recently launched a campaign to promote a new signing and it’s a little different to what we’re used to seeing from most record labels. For one thing, they haven’t actually told us who the band is.
This might seem counterintuitive, but it’s certainly got people talking.
It all started over the Easter Long Weekend, when subscribers to the UNFD mailing list received a mysterious email in their inboxes informing them of a “brand new band” they signed last year “in secret” and with whom they’ve been working closely with.
Specifically, they’ve been trying to figure out “how best we could show you guys, our fans, before any official announcement”. Included in the email was a SoundCloud link to “a little Easter Egg”, a.k.a. the first single from their new signing.
From there it was over to the fans, who quickly swarmed social media with the hashtag #UNFDEasterEgg and speculation on just who the mystery band might be. The one thing everyone agrees on? They’re absolutely loving whoever it is.
“So the #UNFDEasterEgg is a really good song, but I really wanna know which band it is ugh,” one fan wrote on Twitter, whilst others have remarked that the mystery band reminds them a lot of Floridian heavy outfit Underoath.
Meanwhile, others think they’ve cracked the code, with one astute fan writing on Twitter, “Love the #UNFDEasterEgg these guys are amazing. Stoked to have seen them earlier this year,” with the hashtag #localtalent, speculating that the mystery band is Brisbane outfit The Brave.
Who is the band behind the #UNFDEasterEgg? Best to keep your eyes peeled and trained on UNFD’s social media channels over the coming days.
