Liquid Death just upped the ante on its collab strategy

A new brand collab with Spotify led to a $495 limited edition Bluetooth speaker urn for your ashes. Because sure, why not?

[Photo: Courtesy of Liquid Death x Spotify]

If the 1990 classic movie Ghost is any indication, the dead love a good tune. We all remember when the recently deceased Sam (Patrick Swayze) had his infamous pottery session with his very alive partner Molly (Demi Moore). 

Now, Liquid Death and Spotify are aiming to use music in a similar way, by giving a few hundred of the recently deceased the opportunity to hear their favorite music for all of eternity. The two brands have collaborated on what they claim to be the first-ever Bluetooth-enabled speaker urn. 

The tasteful white urn has a top outfitted with a Bluetooth speaker. Spotify is also introducing the “Eternal Playlist Generator” in the U.S., where you can answer a few questions and prompts to generate a personalized mix for your ashes to enjoy for all of eternity. Liquid Death is producing a few hundred of the urns, which will sell on its site for $495.

Liquid Death’s senior vice-president of marketing Dan Murphy says that the idea came out of informal conversations between the brands. Murphy had worked with Spotify’s senior director of global brand and marketing, Lauren Solomon, and there were other connections between brand leaders.

“It just started as, ‘Our brands should work together sometime!’” says Murphy. “Soon we were doing our Liquid Death thing, which is always the same: If you take another brand or celebrity into the Liquid Death universe, what is the one right answer? And so of course, it was the Eternal Urn powered by a Spotify custom playlist that’s going to fuel it.”

The quirky collab strategy

Liquid Death has made a habit of creating quirky collabs with unlikely partners, but has stepped up its game over the past year. What started with a Martha Stewart candle has evolved into making a faux leather adult diaper for dive bars with Depends (The Pit Diaper), a coffin-shaped “Death Trap” snowboard with Burton, and Corpse Paint makeup with e.l.f. Cosmetics. Most sell out in minutes. The Corpse Paint ad, for example, hit 12 billion impressions in two weeks, and the limited-edition collab sold out in less than 45 minutes.

Murphy says the collabs have evolved significantly over the last two years, to include global brands like Amazon and Spotify. “We’ve established our place in culture and creativity such that maybe two or three years ago, it might’ve been deemed a little too risky to work with us, or maybe we weren’t big enough or interesting enough, but now we’re kind of doing it in our sleep.“

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