Inside Hayley Williams’ Unconventional Singles Release Strategy That’s Kept Fans Guessing

On July 28, Paramore frontwoman Hayley Williams released a new hair dye color through her Good Dye Young brand, allowing 2,000 fans to snap up the limited run of new product. But when they did, they were met with something unexpected: a code, which they were encouraged to share, that unlocked 17 new singles uploaded to Williams’ website, scattered at random across the page. Two days later, the songs disappeared — only for them to then be uploaded to streaming services — not as a full collected album, but as 17 individual singles, all packaged separately with their own artwork. Related The collection of songs — which fans have been referring to as Ego, after the name of the hair dye color — represents Williams’ first solo work since 2021, and fans have been having fun with it, making their own playlists and mixing up the tracklists, creating their own artwork, and more, with Williams inviting those fans into the creative process alongside her. The somewhat confusing release strategy was fully intentional, driving fan, press and industry interest for Williams’ first release as an independent artist after leaving Atlantic Records — and it helps earn her co-manager Leah Hodgkiss the
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