Mark Cuban and his 16-year-old daughter, Alexis, tossed Unearth a shitload of free publicity over the weekend when the celebrity billionaire posted the below video of the father/daughter duo rocking out to the Massachusetts metalcore masters in the car while stopped at a red light. (Lambgoat wisely surmises that Alexis must be an Unearth fan, “because most older, distinguished gentlemen are not,” LOL.) Cuban has 1.2 million Instagram followers, whereas Unearth have 33,000. So, as I said: this was some quality free PR.

Unsurprisingly, Unearth have responded kindly to finding out Cuban and/or his daughter is a/are fan(s):

“Hey Mark Cuban we’d say that’s a long stop light gone right! Shout out to Mark and Alexis for the props. We hope to see you two in the pit September 3 during our gig at Gas Monkey Live.”