Watch the Stove
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The idea of a Hamburger Helper album came from a tweet in 2014, where the brand jokingly stated the mascot would release a mixtape. It became the brand's most-favorited tweet.[2]
The EP was released as an April Fools joke by General Mills in collaboration with marketing agency Ketchum Inc.[3] The title references the Jay-Z and Kanye West album Watch the Throne. It subsequently went viral on Twitter.[4] Within a week, the album had 5 million streams on SoundCloud.[5]
Production
The EP was produced by a team at the McNally Smith College of Music and local Minneapolis artists.[6] Two music videos were shot.[7] Songs were required to be family-appropriate and contain no swear words.[8]