The album cover of NewDad's latest release, Madra, has become a viral sensation in China, starting numerous interpretations from fans on social media.

The Irish band shared the news on their social media accounts, showing their surprise and excitement. They posted photos of fans recreating the Madra cover and captioned it, “We woke up this morning to find our album cover (photo by Joshua Gordon) going viral in China. so so surreal to see so many people creating their own interpretations”.

we woke up this morning to find our album cover (photo by @joshuagord0n) going viral in China. so so surreal to see so many people   creating their own interpretations pic.twitter.com/fw663jRYFQ

— NewDad (@NewDad) April 26, 2024

The cover of Madra features a porcelain doll with its nose and lips smashed off, revealing the textured beige material underneath, and cracks stretching across the face.

Producer Bloodz Boi also shared the news with Gordon, the photographer behind the cover. Gordon replied, “One of the strangest and most special things that’s ever happened to me”.

According to a private post by Gordon shared by Bloodz Boi, the photo was of a “haunted mannequin in a house full of sex dolls”.

The band discussed the critically acclaimed LP at length in their January cover interview with Hot Press. Read the full feature here!