Website Asks: IKEA Furniture Item Or Heavy Metal Band?

Website Asks: IKEA Furniture Item Or Heavy Metal Band?

Music and furniture come together as part of an online quiz that tests cultural knowledge.

Ross Brooks
  • 11 october 2013

Sam Panico is a self-confessed metalhead, and while out looking for a table in IKEA with his colleague Jeff Barton, realized that every piece of furniture in IKEA could be the name of a band he listens to. What started as a simple quiz to test his friend’s knowledge of heavy metal, has now be turned into “IKEA or Death,” a website that lets you challenge your own musical knowledge.

Once they were confident the idea could work, the next hurdle was going into the partner’s office at Gatesman + Dave where they work to sell them on the idea. The imagined pitch went something like this:

So, you know that music Sam listens to where nearly everyone is in jail and sings about depression and demons? We want to attach that to our agency as a viral site.


While the idea certainly has merit of its own, Panico also chalks up some of their agreement to a dark ritual sacrifice to the Elder Gods that was performed shortly before. As a result, you can now test your knowledge of metal (and IKEA) on the website which includes bands and furniture with names like VITTSJÖ, CRAFT, and ABSU.


Panico came to an important realization about his job when talking with PSFK:

I’m a pretty cynical guy, but the fact that I got to draw on my knowledge of metal, while combining it with a major furniture brand and some snarky humor, all while getting paid for it…that should remind me that being a copywriter is the coolest job in the world.

IKEA or Death

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