We really enjoyed a New York Times piece yesterday on Lord Huron, the US band who’ve created an entire universe around their music including a fake author with a fake set of Western adventure novels, with YouTube videos set in the world. “You can enjoy the music on your own if you want to, but I also wanted there to be more to dig into,” the band’s Ben Schneider explains. “People are always lamenting the loss of the record sleeve, which I understand. I loved looking at the artwork and imagining the people who made the music and the lives they inhabited. But now I think we can create an even richer experience with new technology available to us.” The band’s ‘digital scavenger hunt’ may soon also extend to a smartphone app which fans will be able to use to unlock exclusive music if they travel to specific locations. We’re not so keen on that, but the thought of a band where the digital experimentation is part of the art, rather than just the campaign that promotes the art, is always interesting.