The song ' What?', the first single from the album, starting playing on radio stations October 6 and was released on iTunes October 13. Uncle Seymour Coffins, also from Halloween II, hosted the Los Angeles show on Halloween night. The first leg of the Hellbilly Deluxe 2 World Tour featured Nekromantix and Captain Clegg & The Night Creatures, the fictional band from Halloween II. Rob Zombie began touring in support of the new album shortly before its release date. British dark/ horror/ science fiction/ steampunk artist Sam Shearon aka 'Mister-Sam' (artwork for Godhead, Ministry, A Pale Horse Named Death, IDW Publishing, and tour merchandise for Iron Maiden and HIM ) also contributed to the artwork of Hellbilly Deluxe 2. Rob Zombie enlisted the help of artists Dan Brereton (creator of Nocturnals), Alex Horley (of Image Comics and DC Comics) and David Hartman (storyboard artist) to create the album artwork. It's called Rob Zombie, but we're treating it like a band.' Commenting on the change, Zombie stated, 'I've always had a revolving roster of studio and touring musicians, but the three guys in my band now have been on tour with me for years. Previous albums were written and recorded by Rob Zombie himself and a rotating set of musicians. Hellbilly Deluxe 2 is also the first release where Rob Zombie worked with his full touring band. Though originally intended to be released through Geffen Records, Zombie's record label of 18 years starting with White Zombie, the album was released through Roadrunner Records/Loud & Proud Records.

According to Rob Zombie, there was not enough time to release advance copies to the press or create a music video for the first single, 'What?,' before their tour. Rob Zombie had finished recording the album before the end of 2008, but the release had been delayed until November 2009 due to his commitments with Halloween II, and again until February 2010 due to a lack of promotion.

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