Brand New Baby Smell is a song created as part of a larger campaign for Prime Video’s promotion of Good Omens. The campaign pulled characters straight from the pages of the story (A satanic order of nuns called The Chattering Order of St. Beryl) and brought them to life as an unholy world-touring a cappella choir who were heralding the coming apocalypse - also the Good Omens launch date. Their music allowed the nuns to expand their message beyond traditional markets and enter unexpected pockets of pop culture.
The nuns combined epic live performances with a deluge of social content every day. Before long their siren song had attracted international attention amongst fans and press alike. The nuns had five original songs but Brand New baby Smell was created in response to escalating demand for more music. It even has its own music video with a cameo from Neil Gaiman (Good Omens creator). This then lead to the release of an entire album called Unholy Night.
The song is about a pivotal moment in the characters lives where they helped to bring the baby antichrist into the world by swapping him with another baby. It speaks of their love, adoration and trepidation of handling such an important task.