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And then, oh yeah, also, when you're done drinking your can of Liquid Death, I think there's this kind of cool epiphany moment for a lot of people where you're like, oh, and then I go put it in the recycle bin. So how many songs did you have in demo format, half a dozen? Yeah, one time for Tito Puente, one time Are you ready? Bob is very well known in the heavy Christian scene. We'd work till 2am, 3am, 4am in the morning, go home and then get up and do it all over again. I think in a certain sense we're always testing creative constantly.
And I don't know if you want to riff on that, but I thought that was --. I think that's the other great part of it is the more you make, like you said earlier, make a bunch of stuff and see what falls out of that and see what we can learn. So we worked together and came up with this. Bob mentioned it to me backstage. It's a tiny Portable sewing machine and we can't keep up with the orders. You do, the album is different. So we're trying to solve it from that standpoint.
Why am I drinking plastic water out of a single-use plastic bottle or something like that? I mean you guys are saw starting a sustainability movement around water and recycling, but you're leading with laughter. I mean the Axel Rudi Pell stuff is great but he has such a distinct style. A lot of people don't know this, but Burger King and the Knots during the transformation, that first one, it was the crazy uncle. Tip: You can type any line above to find similar lyrics. And with brands, you have a rule book and you're like, we're cheeky but not smarmy. And then there's all these other things all along the organization that we're just choosing to do things totally differently. 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. We always talk about that. The rest is history with that one. And then also, the other thing I talk about is I think there's a Liquid Death logic where behind everything we do is some really core piece of heart or logic that makes sense, that's inarguable. I rate the first album as an absolute classic. I may turn those into a solo record someday. I always wanted to play with live keys but before Joey and Neal used to cover it on their guitars with guitar synth.
And that idea kind of gestated and eventually turned into, he started working on this idea of the package design. For more information about this or any other episode in the series, visit And to learn about GALE and how we can help you with your marketing efforts, visit. I mean, when you have the real relationships, you have this really it is like friends collaborating. And so as part of that, you had to see what was in the bottle. So I think with the traditional brand, it's sort of the opposite. What do you think of it though, really? We were told you start in 30 seconds or we're pulling the plug. But I did have fun doing this record. This is a smash song.
The album does have a modern edge. Find anagrams (unscramble). It's like, it's done. We have this value of friends collaborating, but at the core of that is really having fun. We go way back to the 80's and the Brunettes days. I said play on what you like and the fans will love it. See people will get to hear 'Weight' that way. The poor kids keyboards didn't work for the first three songs. Well I had a whole record; probably I actually had maybe 15, 16, 17 songs.
Bob is actually a good friend of Joey Taffola and that's how I met Bob. He's a great guy too isn't he? We put out so much content. I'll be honest with you Andrew, I tried for the Hardline fans. 27:04) Bringing humor back into advertising and its impact on audiences. And so there's a lot of really interesting stuff wrapped up in the brand that we're always kind of poking at the edges, but maybe never coming out and saying it outright. 29:34) Solving for sustainability with brand marketing. And there's that, like you're saying, that it's that old sort of, whether it's scare tactics or super earnest or whatever, and that will work on a certain portion of people, but if we really want to reach mass, you've got to do it through laughter. Ah, I'd be cool to do this because it just kind of comes out. I mean, I remember, I don't know if you worked on this, but we worked on the VW teaser for Super Bowl. So that was the whole concept behind the packaging.
We did this crazy Brunette movie called 'Smash, Crash and Burn'. Used in context: 6 Shakespeare works, several. They are looking at themselves saying do I like what I see. I mean, I was at the Governor's Ball and I remember just walking around and seeing so many kids with this.
Are you going to be on Axel's live album? And the idea was, if we want to reach the most people we can with our message about sustainability, we should go to the places that get the most traffic. So that's what we did. I think he went to Tenerife, that little island and they mixed it and all that kind of crap. No basically he was involved in some of the writing for the heavy stuff.
And I think that's the way people consume content.