In all the lead-up to 22, A Million, various promotional materials screamed the band’s new direction. The announcement was coupled with a note from Vernon’s friend, explaining that the album dealt with death and new leases on life. High concept art lined the band’s social feeds, as well as building sides in major cities. On the day of the album’s release, newspapers appeared below these billboard art pieces. Speakers on small boomboxes were tested to their limits, playing the album in its entirety.