My Chemical Romance have reached No.1 on the US Billboard 200 with the 20th anniversary edition of The Black Parade, their third studio album. The album peaked at No.2 when it was released in 2006, and the reissue gives the band their first Billboard 200 No.1, a new record for the longest time an album has taken to reach the top.
Beyoncé, The Beatles and Mac Miller also returned older albums to the top 10 this year, but none of them reached the top spot. The result comes at a time when catalogue music is thriving.
Anniversary tour and fictional setting#
The campaign was built around an anniversary tour that began more than a year before the reissue. At each show, the band perform The Black Parade in full before moving on to songs from the rest of their catalogue.
The band also expanded the album’s story by setting it in a fictional state called Draag, which has its own alphabet.
Retail pop-up and follow-up film#
Throughout October, ahead of the band’s Hollywood Bowl performance later that month, US retailer Hot Topic‘s Ovation Hollywood store became a themed pop-up. Fans could have their photo taken on the throne of Draag’s dictator.
Hot Topic also marked the anniversary with:
- A Hot Topic vinyl variant of the album
- In-store listening parties
A few days after the reissue, the band followed up with an animated short film by Lauren Tsai, who previously made fan videos for the band. The film features the voices of Billie Eilish and Phoebe Bridgers.
The campaign carried the fictional setting of Draag from the album and tour into retail stores and merchandise.
