Last week, we covered Twenty One Pilots’ scavenger hunt to promote their new single, ‘Level Of Concern’, which got fans to track down codes hidden online to unlock content. Which they did much faster than expected.
“We didn’t think you would tear through the codes so easily,” the band tweeted. “Should have taken a week but you did it in just over 12 hours. You got us this time. Now join in with your footage, your art, your dances, and be a part of the first ever never-ending music video.”
It links to a website promising that every three minutes and 40 seconds, an “all new Never-Ending Level of Concern will play with videos you submit. Dance, animate, dress up, get creative, be weird and have fun.”
The videos will weave the fan-uploaded clips (of between three and 30 seconds in length each) in with the band’s own content. This is fast becoming one of the most interesting fan-centric music marketing campaigns of 2020, and we sense it’s only just getting warmed up.
Also note: the never-ending video is actually a livestream on YouTube, running round the clock: