The Scoop: On October 30th a viral campaign titled #theurgency was mysteriously launched. Various bands and companies posted a series of pictures with the message “All will be revealed 11.11.13 please repost! #theurgency.” While nothing else has been revealed at this point, you can check out a full list of bands and organizations that have posted the message, as well as the four pictures that go along with it, below.
Within the Ruins
Years Since the Storm
Come and Rest
From the Eyes of Servants
Job For a Cowboy
New England Metal Fest
The Nocturnal Agency
HEY KID! Clothing
The Spin: It seems as though ever since the infamous viral campaign of the Brian Lane’s (Brand New) compelling Heat Thing (Shone) mystery, labels and companies alike seem to have taken notes and decided to put the practice into effect themselves. We saw this with The Summer Set‘s Half Moon Kids, Stray From The Path‘s Where is Our Liberty? and now with #TheUrgency. As for the situation at hand, there are some loose superstitions circulating as to who is behind the campaign, but nothing concrete thus far. It was initially thought to be in regards to Crimson Management, as the first few bands that posted the message were a part of their roster. However, that theory has ultimately been debunked as more bands outside of Crimson have posted about it. Be sure to stay tuned to MEB as we will be bringing you the full details behind #TheUrgency as soon as we receive word.
It should also be noted that Facedown Records outfit Gideon initially posted the message, but it has since been taken down.
The Question: What do you think the campaign could be for? Do you think it has any ties to Crimson or New England Metal Fest? Let us know in the comments below!