When Deuce left Hollywood Undead, he started his own solo project and released a successful debut album.

His following was awaiting his second solo album – Invincible – which was recorded and had rollout/release dates, but never came to fruition.

Right before it was planned to go out, Deuce decided to go on a musical hiatus, with radio silence via his online socials, and no official announcement on what was happening/going to happen with the second record.

This hiatus lasted years.

Though Deuce and Better Noise Records were on good terms, fans began to blame our label for not releasing the record and a genuine hate for Better Noise Records began to form.

We decided to capitalise on this distaste for the label, playing into it using a cryptic marketing campaign backed by Superphone, a software in the industry that focuses on reaching fans through text messages, instead of through socials or emails.

Phase 1: Break the social media blackout by posting only a phone number and the words “text me. need all your help soon”.

Phase 2: Once enough fans texted in, Deuce sent them a short, personalised text message exclaiming that, in order for the second record to finally be released, he would need their support.

Phase 3: Deuce texted fans a SoundCloud link that had four, intentionally raw 20-second samples of tracks that could be a single in order to get them sharing and talking about Deuce’s return. We made another social post across his platforms, just saying “Which song first? Text me”, along with the number in order to further encourage fans to opt into our text community.

Phase 4: Deuce texted the album cover to fans, exclaiming that this image needed to be shared with #deuceinvibcible in as many places as possible in order for the first single to be released.

Phase 5: In the middle of this sharing frenzy, we re-skinned his socials with new imagery, and dropped the first single and the preorder,.