Liquid Death turned three years of hate comments into a genuine dance-pop album

Liquid Death had built its brand on treating canned water like a punk product. Its critics supply a stream of furious comments; the brand's content team treated them as raw material rather than a problem to be moderated.

Take the brand's real hate comments as lyrics, verbatim, and release them as actual albums: death metal in 2020, punk five months later, dance pop by 2023.

Greatest Hates Vol. 3 is a 10-song album whose lyrics are all real comments the brand received directly and via social media — tracks include 'Worst Name For A Water Company', 'It's Dumb And I Won't Buy It' and 'There's Not Even Alcohol In It', plus a title track built on a commenter's promise to destroy the company. VP of creative Andy Pearson produced it with collaborators including Tony Hawk, Sugar Ray's Mark McGrath and Frank Iero of My Chemical Romance, shifting genres each volume: death metal for Vol. 1 (May 2020), punk for Vol. 2 (five months later), dance pop for Vol. 3.

A third full-length album of brand hate comments, complete with a music video and collaborators, extending a content franchise that turns hostility into shareable product — with tunes good enough that the brand dares you to hum them in the shower. The source reports no streaming figures.

Most brands delete hostile comments or pretend they don't exist. Liquid Death, the canned-water company that previously made a workout video with Bert Kreischer and a severed-hand candle with Martha Stewart, publishes them — as albums. Its Greatest Hates series sets real hate comments, word for word, to genuinely produced music.

Vol. 1 arrived in May 2020 as death metal, naturally; Vol. 2 followed five months later as punk. Vol. 3, released in 2023, went full dance pop, befitting the brand's more mainstream profile three years in. The 10-song album's lyrics are all unfriendly comments received directly and via social media: 'Worst Name For A Water Company', 'It's Dumb And I Won't Buy It', 'There's Not Even Alcohol In It', and a title track built from one commenter's promise to do everything in their power to destroy the company.

VP of creative Andy Pearson produced the album with Tony Hawk, Sugar Ray's Mark McGrath and Frank Iero of My Chemical Romance, among others. 'After a metal album and a punk album, we wanted to make an album you could dance to,' Pearson told Muse by Clio. 'I dare you to listen to the album and not find yourself humming them in the shower the next morning.' Fast Company's read: under the profanity is a lesson for every brand in 2023 — have a point of view and express it as creatively as possible.

The comments are already written — a brand that treats its hate as content gets authentic, funny copy at zero writing cost.

Genre-hopping per volume keeps a repeatable format fresh: metal for the cult era, punk for growth, dance pop for the mainstream.

Real collaborators and real production quality make the gimmick survive past the first listen, which is what separates content from stunt.

Publishing your loudest critics' words is the strongest possible flex for a brand whose entire persona is defiance.

Hate comments are free copywriting: a brand confident enough to make its critics the lyrics ends up with content no agency could invent and a lesson in having a point of view.

Vol. 3 arrived with a music video in 2023, three years after the series began in May 2020. The Greatest Hates franchise remains one of Liquid Death's signature content plays alongside its product stunts; the source article reports no streaming or sales figures.