Brand New's strategy for a number one album was far from typical.
BY BRETT WILLIAMS AUG 30, 2017
I was sitting at my work desk just like any other day, when I opened up Instagram and saw something that blew my mind: My favorite band, Brand New, unexpectedly announced an album release after eight long years of rumors and build up.
But this announcement wasn't like other surprise albums by superstars like Beyoncé or Taylor Swift. There were no heavily promoted Apple Music premiers, no social media stunts, and certainly no pop-up shops to promote the upcoming tour.