The xx

In a modern-day chain letter, The xx sent their latest album to one fan, allowing them (and us) to see word of mouth in action.

Farrell: “In this day and age, a lot of how bands interact with fans online is to reward them with something new and innovative. To get people excited. The xx were a word-of-mouth band, so we thought this was a way to go back to that sense of self-discovery and fans sharing of music. The visualizer paints that picture in stark detail.”