An iconic Alabama roadside sign known for its blunt message and unmistakable imagery is finding new life in an unexpected setting, as singer-songwriter Ethel Cain reimagines the landmark billboard for a national audience as a form of advertisement for the singer’s current tour.

The original “Go to Church or the Devil Will Get You” sign, a familiar sight along Interstate 65 near Prattville, has long been one of the state’s most recognizable roadside landmarks.

Now, a variation of that message has appeared across the country in California’s Coachella Valley. Cain’s version reads, “Go see Ethel Cain or the Devil Will Get You,” and features a similarly styled red figure, echoing the imagery that made the Alabama sign famous.

The billboard is visible to drivers traveling eastbound on Interstate 10 before the Jefferson exit, according to social media posts and online discussions that first highlighted the display.

The original Alabama sign’s distinctive red devil figure dates back even further, tracing its origins to a 1920s “Red Devil” gas station sign once located along U.S. Highway 31 between Montgomery and Prattville. That imagery was later incorporated into the now-famous billboard, helping cement its unique place in the state’s roadside landscape.

Over the years, the sign has drawn both curiosity and admiration, becoming a widely recognized piece of Alabama folklore. After it was destroyed in a 2016 storm, the Newell family rebuilt the billboard in 2018, preserving the original metal devil figure and restoring the landmark for a new generation of drivers.

Cain’s reinterpretation introduces that familiar imagery to a broader audience, repurposing a distinctly Southern roadside symbol within a modern pop culture setting. Images of the billboard have circulated widely online, drawing attention from fans who recognize its Alabama roots.

While the Coachella version offers a new take on the message, the original sign remains in place along I-65 — continuing to serve as a lasting and unmistakable part of Alabama’s cultural landscape.

Sherri Blevins is a staff writer for Yellowhammer News. You may contact her at [email protected].