Papa Roach have established themselves as one of the most globally adored modern rock bands. Never afraid to evolve with the times, the band re-launched their New Noize Records label in partnership with ADA to independently release their 2022 album, Ego Trip.

The campaign launched the genrebending track ‘Swerve’ and moved into ‘Kill The Noise’, the music video for which premiered on Facebook and accumulated over 3.8m views. The track topped the US Active Rock radio chart, the band’s ninth career #1 at the format.

By 2022, the consistent release cadence and waterfalling propelled Spotify monthly listeners past 10m, a career high.

Short-form content was central to the band’s digital strategy. In partnership with ADA, Papa Roach took a three-pillar approach to TikTok, dueting and stitching high-performing UGC, sharing original narratives around new music, and filming collaborations with fitness, comedy, and lifestyle creators. Since February 2021, the band added 1.5m new TikTok followers and had 14.5m likes.

ADA commissioned award-winning developer Lee Martin to launch the Life Cutter experience on the 22nd anniversary of Last Resort. The interactive stream allowed users to watch their photos get virtually “shredded” in real-time by tweeting #paparoach, which featured custom emojis from Twitter.

During album release week, the band held a bevy of activations, including a listening party with Twitch streamer Nik Nocturnal, Twitter Spaces chat with iHeartRadio, and a live Reddit AMA. Most notable was a TikTok Live performance from Shakey’s Pizza in LA, which received in-app and social promotion from TikTok and drew 250k viewers. HyperCulture executed global digital advertising and achieved a $0.06 cost-per-click sending users to streaming.

Streaming accounts featured the album globally with playlist covers, out-of-home and social support. ADA secured Apple Music genre and Spatial featuring in multiple territories. Amazon Originals launched an exclusive version of ‘Stand Up’ featuring the Battle Drum Marching Band.

We again partnered with Lee Martin to launch the Ego Booster microsite, which rewarded fans based on their Spotify listening history and generated a personalised social graphic in line with the album’s carnival-themed artwork. 2,500 fans participated and the top three listeners won exclusive merchandise.

In June, the band launched a heartfelt music video for ‘No Apologies’ on Father’s Day. Bolstered by authentic short-form storytelling, an acoustic version, live video, and thematic digital EP redeliveries, the single hit #1 at Active Rock radio in September.