As an Ethel Cain fan myself, I am pretty interested in this, and taking a look at the History of Pop-Base they are a fairly well respected news distrubuter, as reported by Vox "It slowly became a trusted name for pop culture fanatics, breaking exclusive reports about the dissolution of the pop girl group Fifth Harmony" (
https://www.vox.com/politics/23827432/pop-crave-pop-base-politics-election-2024-trump-biden-indictment) and is now in contact with record labels and musicans, leading me to beleive that it would not be surpising if she reached out to gain hype for her new album. She has also been more active on her social platforms then normal, such as youtube in which she has been fairly active. (
https://www.youtube.com/@mothercain/videos) These could also be seen as trying to get more viewers and hype for an upcoming album. However, ethel cain is also known for creating lore for her character, even having articles report her as missing (A footnote in this article
https://www.teethmag.net/thoughts-and-prayers-for-ethel-cain/), these type of stunts pertaining to her character are fairly common, saying Ethel Cain (Referring to the character) is dead, (
https://ucsdguardian.org/2022/10/03/the-death-of-ethel-cain/ and (
https://www.thefader.com/2022/05/26/the-life-and-death-of-ethel-cain) which makes me think why Hayden would continue the moniker/character of Ethel Cain, however she could be keeping it due to fan recognition and consolidation of streaming. Therefore, I think this claim is most likely true.