Review: Liquid Death 'Greatest Hates Vol. 2'
Written by Ryan Curtiss
If you haven’t heard of the water company Liquid Death, that probably means I spend too much time on the internet, or you’re just not up on the latest trends. Whatever the reason, this company is a master at marketing themselves even if you don’t buy their water. From advertising that has you sell your soul to join their Country Club, to commercials that tell you to “not fall for the marketing bullshit” of other water companies, their marketing is pretty punk rock.
Recently, Liquid Death released a follow-up to their heavy metal album Greatest Hates Vol. 1, with Greatest Hates Vol. 2. A bit different from their first venture in the music business, Greatest Hates Vol. 2 is a punk album that has appearances from punk veterans such as Tim McIlrath of Rise Against, Brendan Kelly of The Lawrence Arms, and Dan Andriano of Alkaline Trio, among others. However, if you have never heard of Liquid Death before, let me explain: they get a lot of hate on the web from many people concerned about their marketing. Just reading through their social media comments will immediately show you that people are very unhappy with how they market themselves, and their strongly worded comments have only given the water company inspiration.
Each songs’ lyrics are one of those comments from their social media accounts crafted into two minute songs. It opens on “Rather Murder Myself”, with a crunchy bassline and a whole lot of hate. Judging from this song, the person who commented on their post was not very happy. “Dumbest fucking product I have ever seen” is sung for a good portion of the song. If Liquid Death has nothing else, they for sure have a sense of humor. Songs like “Heavy Metal Hipsters”, “Your Product is Dumb”, and “Fuck Your Ads” are very on the nose. And although lyrically, it’s just comments from upset parents with too much time on their hands, the music sounds like a compilation of modern-day punk bands. If nothing else, the music is going to make you stick around and listen.
All of the songs are crafted pretty well. With each song comes a new feel, and that really depends on which singer is on that particular track. "Good Try, Devil" is an acoustic ballad with Brendan Kelly on vocals. His deeper, somber voice really brings the song together, whereas "Blood Everywhere???" is the complete opposite, having Tim McIlrath's powerful voice sung over booming drums and thunderous guitar. There's a little something for everyone on this album.
It’s somewhat irritating that while most will see this album as a novelty, it’s actually really good music. I’m not saying you’re going to find the meaning of life in the lyrics, but for something to blast in your car, this is not the worst thing you could put on. But I guess when you get the best in the industry to put together an album, something good is bound to come of it.
At the end of the day, this is one of their many marketing techniques that will make people more aware of their brand. They know how to sell a product. Even if you don’t buy their water, you can at least bob your head to their tunes.