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

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:

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