“I don’t want to do that – I fucking hate that shit, I don’t want to be part of that. And we’re a fucking anonymous band!”
These were the words Ghost mastermind Tobias Forge said to Tom Whalley, the CEO of the band’s record label, Loma Vista, in the mid 2010s. Every other band was posting on Facebook, reminding people to buy tickets for their shows and promoting their music. But Ghost couldn’t do that. Ghost were a fucking anonymous band! Tobias’s solution? Webisodes. Short films on YouTube, offering snapshots of the band’s fictional backstory.
“I was like, ‘Well, imagine there’s some weird spooky world with the clergy, or there’s some ministry, and at the end of every episode, we can come with, like, a commercial, a little message,” explains Tobias.…
