What began as a worrying report about two well-known Norwegian black metal figures going missing in the wilderness has now been exposed as an elaborate publicity stunt. The story, originally circulated by Norwegian outlet Fosen Folket, claimed that Snorre Ruch of THORNS and Rune Krieghr Røstad—better known as General Gribbsphiiser of SLAGMAUR—had vanished during a hike in the Varghiet forests.
It turns out the entire narrative was part of an extensive artistic and promotional operation linked to SLAGMAUR’s upcoming album, Hulders Ritual.
In a newly released statement, Røstad confirmed that the “missing persons” saga was intentionally crafted as a large-scale illusion: “SLAGMAUR Hulders Ritual draws heavily from old Norwegian folklore about being bergtatt — abducted by the hidden folk. You have just witnessed an artistic experiment wrapped inside a true-crime mystery, born from an operation that has been in planning for six years.”
According to him, the stunt was conceived not only as a publicity strategy but also as a commentary on modern media culture, misinformation, and the psychology of perception.
In an age where fake news is more relevant than ever, the time was right to let one of the central elements of Hulders Ritual come to life as an illusion — a piece of stage magic designed to test both perception and storytelling. It is not just a promotional trick; it is a part of the product itself, and an essential piece of the experience of the entire release.
Røstad emphasized that the hoax wasn’t merely a gimmick but an integral part of the album’s artistic fabric.
The statement goes further, describing the operation as a study in illusion-making and audience behavior: It has also been a study in literature and psychology — how a master stage magician constructs an illusion, and how the human mind interprets a perfectly engineered trick.”
He also took a jab at the rise of AI-generated content, suggesting the stunt was designed to highlight the enduring power of human creativity: “We also wanted to show that in a world dominated by artificial intelligence, human creativity still reigns supreme.”
According to Røstad, the hoax—titled Operation Master of Deceptions—went live at 17:04 on Thursday and quickly spread across the world.
“It exploded virally across the world. With millions of views and tens of thousands engaged users on our site within hours.”
He also offered thanks to several real-world organizations, including Fosen Fire & Rescue, the Norwegian Civil Defence, and the Red Cross, which provided resources during parts of the production—even amid Hurricane Amy.
The message also included a pointed appreciation for critics and online skeptics: A special thank-you goes to our fans — and an even bigger one to the haters who couldn’t keep their mouths shut. Every meltdown, every angry rant, every “I figured it out” post did exactly what we wanted — it fed the machine. Your outrage carried our story further than any paid promotion ever could. You tried to ruin the ritual, but instead you became the ritual.
Røstad concludes by calling the hoax the most successful promotion of SLAGMAUR’s career — and possibly the most ambitious in modern black metal history: “Thank you for being part of the greatest black metal social experiment ever — and the most successful musical promotion campaign of the 21st century.”
With the truth now out, the entire saga stands as a bold, controversial, and undeniably effective act of guerrilla marketing — one that has already secured SLAGMAUR’s Hulders Ritual a place in black metal lore before its release.
Reeder, the visionary behind Metal Addicts, has transformed his lifelong passion for metal into a thriving online community for metal aficionados. As a fervent devotee of black metal, Reeder is captivated by its dark, atmospheric, and often unorthodox soundscapes.