How Bilmuri Weaponized Chaos to Drop His Biggest Song Yet

From cryptid skits to meme-fueled madness, here’s how “More Than Hate” smashed expectations.

Author

Stephen Frost
July 10, 2025 • Estimated Reading Time: 5 minutes

Bilmuri doesn’t roll out music. He builds lore.

From a fake cryptid hunt to meme-rich visuals to a screamo-poetry teaser, “More Than Hate” marked the most ambitious (and bizarre) Bilmuri drop to date — and fans cranked.

Let’s break down how Johnny Franck turned chaos into connection and delivered his biggest release ever.

Campaign Snapshot

  • This Week’s Release: Bilmuri – “More Than Hate”

  • Release Date: June 27, 2025

  • The Song:

    • An explosive, unfiltered rager that builds on Bilmuri’s signature chaos-meets-craft sound. This time, he channels heartbreak into catharsis — flipping a love story into a screaming proclamation: “It’s more than hate.”

  • Why this campaign matters:

    • This was Bilmuri’s biggest release week ever — building off the buzz of last year’s American Motor Sports album and a completely sold-out world tour.

    • In a space where chaos usually feels scattered, Bilmuri (aka Johnny Franck) brings intentionality, connection, and fan-centric storytelling. His genre-defying style — described half-jokingly as “dethcore/ambient/post-jazz from MURICA 🇺🇸” — has built a devout, language-sharing fan base known as the Muri Naysh. And this rollout proves he knows exactly how to feed them.

The Playbook

Play #1: Teased the Track Without Naming It

Rather than a traditional “new single out soon” post, Bilmuri launched the campaign by listing everything he hates about how artists usually release music — complete with a screamo-style “HATE” soundbite.

Then came the twist: “I think I feel a feeling that’s… more than hate.”

It was cryptic, funny, and perfectly on-brand. A cliffhanger that introduced the vibe before the title.

Bonus: he used a ManyChat CTA with “comment HATE to pre-save.” Clever fan funneling.

Play #2: Created a Skit Universe Around the Song

Instead of a traditional promo vid, Bilmuri dropped a 10-minute skit featuring TikTok creator Caleb Francis, country star Mitchell Tenpenny, rising rocker Knox, and guitarist Reese Maslen — all hunting the mythical Hogman in the woods.

While the skit doesn’t relate lyrically to the track, it builds a visual universe around it — one that reappears in the official music video and feeds deeper engagement.

Play #3: Injected Meme Chaos (On Purpose)

Memes aren’t an afterthought in Bilmuri’s world — they’re the fuel. The “Hog Nation” narrative, absurd edits, chaotic fan jokes — they’re all part of the release strategy. He leans into it so hard that his content feels fan-made, even when it’s meticulously crafted.

The Result

  • 1M+ Spotify streams

  • Debuted at #14 on Billboard’s Hot Hard Rock Songs chart

  • Radio debut on SiriusXM Octane

  • His biggest Muri release to date

  • Nearly sold-out tour kicks off next week

Actionable Tips For Your Next Release

1) Visually stand out in the algorithm

If someone paused your video with the sound off… would they know it’s you?

From editing style to outfits to memes, Bilmuri’s feed is instantly recognizable. The more specific your look and feel, the more memorable you become.

2) Give your fans a role to play

Muri Nayshon fans don’t just listen — they crank.

By creating a shared language, inside jokes, and a bit of mythology, Bilmuri built a fanbase that feels like a tribe. What’s the emotional world your fans can enter?

3) Tease creatively — don’t just “announce”

That “More Than Hate” teaser didn’t name the song — but it said everything.

Think about how you can frame your next release with curiosity, humor, or a twist. The more fun you have making the post, the more fun it’ll be to engage with.

BEFORE YOU GO…

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We’ll see you again next week!

- Stephen