Streaming: the Tool of the modern trade.

Data painted a reliable picture: Tool’s decision to join streaming services came at a ripe time, and they were smart to use it for some kick-ass PR. Streaming channels seem as if made for their 10+ minutes long tracks, and we can speculate that their return was the highlight of the year for headbangers around the world who, disillusioned by the reign of Pop, gladly jumped on the Rock-promoting bandwagon. At one point, before “Fear Inoculum” was even released, Tool was so present in mainstream media that even Justin Bieber chimed in by publishing some of their lyrics on his Instagram Stories (see, we told you we’d get back to this), and let's not forget to mention the exclusive album listening party at Burning Man.

Penetrating the 2019 mainstream bubble without opting for additional marketing tactics takes a unique combination of smarts, confidence and experience. And Tool being a “dad band”, they just manifested our collective dad’s ultimate fantasy: showing kids that success takes more than social media likes.

Cover photo: Icons8 (Unsplash)

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