I'm going to have to have the opportunity to run Unknown

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I'm going to have to have the opportunity to run Unknown Armies for four friends in my grad program. One has only played WotC-era D&D, and White Wolf. The others have never played tabletop RPGs at all. All are into occult fantasy/horror vibes and/or actual esoteric shit.

My question: How can I make this campaign as hype as possible for my friends? I want everything to be just right. Atmospheric music, good lighting, awesome rumors ranging from creepy to funny to both.

Please, give me all the UA inspiration material you have. That can be images, rumors, recommended TV shows, books, comics, movies, etc.

I have:

>Hellblazer
>The Invisibles and anything else by Grant Morrison, really
>Welcome to Night Vale
>some creepypasta
>True Detective
>Angel Heart
>The Illuminatus! Trilogy, by Robert Anton Wilson
>Kraken, by China Mieville
>/pol/'s whole "kek" thing where they made an egregore that they believe is an ancient Egyptian deity