by Atreyu singer Brandon Saller has revealed that the band deliberately created confusion about a potential breakup as part of their marketing strategy for their song “Dead.” The revelation came during an interview on Sultans Of Slack.
Saller explained how the band orchestrated what appeared to be breakup rumors to generate attention for their new release.
“Me and Porter [Atreyu bassist Marc McKnight] kind of came up with that idea of doing that as the [‘Dead’] rollout,” Saller said. “And we thought, okay, this is a possibility that people might think we’re breaking up. But we were, like, common sense would say, ‘They’ve been a band for 27 years. They’re probably not gonna break up with just a black photo and ‘R.I.P.” [But] no — it was wildfire.”
The strategy generated an unexpectedly intense response from fans worldwide.
“People were sending us stressed out, crisis-mode DMs — worldwide,” he continued. “We had a dude in Japan send us like DMs in Japanese and then translated in English. [It was, like], ‘Please, don’t let [it be true]. You can’t [break up].’ And we wanted to say something, but then you just can’t. But it was wildfire. There was a lot that happened with that rollout that I didn’t expect. But it worked. I mean, at the end of the day, it worked. People were, like, ‘Man, it’s f*cking stupid.’ It’s, like, ‘Well, were you talking about it?’ ‘Yeah’. ‘Point in case.’”
Saller defended the controversial marketing approach by highlighting the challenges bands face in gaining attention in today’s media landscape.
“In this day and age, it’s hard to get people’s attention, unfortunately, [with] a band just being, like, ‘Hey, we have a new song,’” he explained. “But if you’re, like, ‘We may or may not be breaking up,’ they might listen more. And it makes sense. With a song called ‘Dead’, what are the options for promotion? There’s only a few things we could have done here.”
This marketing stunt coincides with a significant period for the metalcore veterans. They continue to evolve their sound while honoring their legacy.
The single “Dead” represents Atreyu’s first new material in nearly two years. It marks their return with a track that showcases their signature blend of crushing riffs and soaring melodies. Blabbermouth reported that Matthew Pauling recorded the song. The track features emotionally charged lyrics that interrogate questions of personal legacy and significance. Saller described the track’s deeper meaning, explaining that it explores whether one’s existence truly matters in the grand scheme of life.
“‘Dead’ asked the question I feel many ask. Do I matter? Would anyone actually notice if I was gone? Not speaking in the space of depression or suicidal thought, but more in the grand scheme of life,” Saller reflected on the song’s introspective themes.
The timing of this release strategically aligns with Atreyu’s upcoming tour celebrating the 21st anniversary of their breakthrough 2004 album *The Curse*. Livewire Music noted that this landmark album solidified their place in metalcore history with iconic tracks like “Bleeding Mascara” and “Right Side Of The Bed.” The anniversary tour kicks off November 4 in Mesa, Arizona. It runs through December 11 in Pomona, California.
This promotional campaign demonstrates how established bands are adapting their marketing strategies in an increasingly crowded digital landscape, though it proved controversial among some fans. Distorted Sound Magazine highlighted that the band’s approach reflects broader industry challenges where traditional album announcements often fail to cut through the noise of social media and streaming platforms. The fake breakup stunt not only generated massive engagement but also successfully connected their current creative output with their extensive catalog and upcoming live performances.
