Quantcast
So, why does Dragon Age use 'The New Sh*t' in its ads? - Destructoid




Game database:   #ABCDEFGHIJKLMNOPQRSTUVWXYZ         ALL     Xbox One     PS4     360     PS3     WiiU     Wii     PC     3DS     DS     PS Vita     PSP     iOS     Android


So, why does Dragon Age use 'The New Sh*t' in its ads?


12:00 PM on 09.09.2009
So, why does Dragon Age use 'The New Sh*t' in its ads? photo



Most of you have complained about the marketing campaign for Dragon Age: Origins, and BioWare's decision to use Marilyn Manson's "The New Sh*t" as a backing track. I personally love it and think it's a hilarious move, but nevertheless, during my interview time with lead designer Mike Laidlaw, I had to ask him: What's the deal with that music?

"It's funny," laughs Mike. "I think honestly the fact that it was labeled as Marilyn Manson actually caused people to flare up more than if it hadn't been, but if you dig into what I think people are reacting to, it's, 'Why are you putting rock n' roll into my fantasy? Or 'Why are using Goth Pop?,' Whatever you want to call Marilyn Manson -- why are you putting it in my fantasy?

"I think part of the reason it's infamous is because people were surprised and just weren't expecting it. What they expected was a long string of flutes and some harpsichord, perhaps. Quite frankly, Dragon Age ultimately is about surprising the player in terms of their expectations of fantasy. 

"It's going to shock them in a lot of ways. At the same time there's a deep RPG in there, and a great story, but what I think that particular campaign achieved is, it hit an element of the game, and the game's about eighty hours for average players, so you certainly can't make a three minute marketing spec that covers every friggin' element of that, so you pick a part of it and go, 'let's talk about violence for a while, and while we're talking about violence, we're going to play some music that, essentially, is pretty violent.'

"And if that wakes you up and shocks you and makes you go 'aurururgh,' is that really a bad thing? Because what it does, I hope, is make people go, 'y'know, what is up with this Dragon Age thing?' and they go digging a little further and discover that there's far more than just killing some people, but at the same time, killing people is a very real part of the game, there are many, many deaths. We have a persistent gore system, so there you go."

More after the jump.

"I am very unabashed," continues Mike, "but I think it woke some people up that were maybe like, 'Yeah, Dragon Age, whatever,' and maybe made a few of them angry, maybe it made a few of them really excited, who didn't know anything about it. Certainly in the hardcore crowd I think it was just unexpected, and so there was a backlash from that, but at the same time we're doing events like this right now which is certainly to show that there's more to the game than just that."

So, that's BioWare's reasoning for using the music, and if you don't like it, perhaps that's what they wanted. With that in mind, I did have to ask BioWare a very important question, perhaps the most important question they'll ever be asked:

Are you motherfuckers ready for the new shit?

"Oh I believe so," answers Mike enthusiastically. "In fact we've been working on this for so long that it'd be nice to see it ship [laughs]."






Comments not appearing? Anti-virus apps like Avast or some browser extensions can cause this.
Easy fix: Add   [*].disqus.com   to your software's white list. Tada! Happy comments time again.

Did you know? You can now get daily or weekly email notifications when humans reply to your comments.



Review: Dragon Age: Inquisition photo
Review: Dragon Age: Inquisition
2:01 AM on 11.11.2014






Role-Playing Games

1:45 PM on 11.25.2014
That cool blue Persona Q 3DS XL is now available

Kyle would've written this post about the awesome limited-edition Persona Q 3DS XL but didn't want to quote his own review of the game, so here we are. The GameStop-exclusive system is available as of today in the United Stat...more



1:30 PM on 11.24.2014
Etrian Odyssey gets a Mystery Dungeon crossover

Well, it looks like Atlus and Spike Chunsoft are having another baby. The studios announced a new collaborative project today, Etrian Odyssey and Mystery Dungeon. For those unfamiliar with Mystery Dungeon, it'...more



1:00 PM on 11.24.2014
Atlus announces Etrian Odyssey V

It sure looks like Etrian Odyssey V is a thing that's happening. Atlus teased the upcoming title in the dungeon crawling series today during a Niconico livestream, but little else was revealed. The studio didn't make mention...more



View all Role-Playing Games






Back to Top




All content is yours to recycle through our Creative Commons License permitting non-commercial sharing requiring attribution. Our communities are obsessed with videoGames, movies, anime, and toys.

Living the dream since March 16, 2006

Advertising on destructoid is available: Please contact them to learn more