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Natchez Today
By the People, for the People
Rolling Stones Tease New Album with 'Rough and Twisted' Single
The legendary band drops hints about their 25th studio album through exclusive releases and an alter ego
Apr. 10, 2026 at 8:54pm
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The Rolling Stones' strategic use of exclusive releases and mysterious alter egos builds anticipation for their upcoming album.Natchez TodayThe Rolling Stones are generating excitement for their upcoming 25th studio album by releasing a new single titled "Rough and Twisted" on a limited-edition white label vinyl. The band has also been teasing the project through collaborations with producer Andrew Watt and the revival of their "Cockroaches" alter ego, which includes hidden clues and coordinates leading fans to record stores around the world.
Why it matters
The Rolling Stones' strategic promotional tactics demonstrate their ability to captivate audiences and maintain relevance in the music industry, even after decades of success. By employing exclusive releases, subtle hints, and clever alter egos, the band keeps fans engaged and guessing, fostering a sense of community and loyalty among their dedicated fan base.
The details
The new single "Rough and Twisted" will be released on Saturday as a white label vinyl exclusive, a rare format often used for promotional or limited-edition releases. This move suggests the band is building anticipation for their upcoming 25th album, which follows the critically acclaimed "Hackney Diamonds" released in 2023. The Stones have once again collaborated with producer Andrew Watt, who was integral to the creation of "Hackney Diamonds". Additionally, the band has revived their "Cockroaches" alter ego, which was previously used during intimate shows at Toronto's El Mocambo club in 1977. The Cockroaches website features a clock displaying the time approximately 1:40 pm on Saturday, April 11, and includes a Cockroaches record, ticket stubs, and a postcard from Natchez, Mississippi, hinting at the band's connection to Delta blues.
- The new single "Rough and Twisted" will be released on Saturday, April 11, 2026.
- The Cockroaches website features a clock displaying the time approximately 1:40 pm on Saturday, April 11, 2026.
The players
The Rolling Stones
A legendary British rock band known for their influential and long-lasting career in the music industry.
Andrew Watt
A producer who has collaborated with the Rolling Stones on their recent album "Hackney Diamonds" and is involved in the creation of their upcoming 25th studio album.
The Cockroaches
An alter ego used by the Rolling Stones during intimate shows at Toronto's El Mocambo club in 1977, which the band has revived for their current promotional campaign.
What they’re saying
“I can say we did some recording together, but that's all I can say.”
— Andrew Watt, Producer
What’s next
The Rolling Stones are expected to reveal more details about their upcoming 25th studio album in the coming weeks, including the release date and full track listing.
The takeaway
The Rolling Stones' innovative promotional tactics, including the use of exclusive releases, hidden clues, and a revived alter ego, demonstrate their ability to maintain relevance and captivate their loyal fan base, even after decades of success in the music industry.
