The latest artist sending fans to different corners of the internet to unlock content around a new album is Twenty One Pilots. It kicked off with a livestream (although fans who missed that can check out the ‘START HERE’ YouTube video that the band posted on Saturday). It prominently features a US phone number – 1-877-LVL-CNRN – note: the band’s new single is called ‘Level of Concern’.
Fans calling the number hear a message: “We have hidden codes all around the Internet for you to unlock new levels. Each level contains elements that could contain clues to help you move to the next level, that is only if you are savvy enough. We guarantee that this game is certainly madness, happiness, paranoia and fun.” The codes are used on the band’s website to unlock photos, audio clips and other content. Naturally, fans are already on the case hunting down and then collating the codes for one another (example here) drumming up buzz around the band’s new music in the process.