Ben Houdijk /

In February this year, we wrote about The 1975’s ‘Mindshower’ campaign, which saw the band create a fictitious ‘digital detox’ retreat called Mindshower, complete with its own website and a spoof video ad on YouTube. Now, days ahead of the release of the band’s new album ‘Notes on a Conditional Form’, the website has reopened to the public.

“Once you enter you’ll be able to learn from the visionary minds behind The 1975, create using tools from the band’s library of resources, and share your creations with your digital detox supervisor,” explains the pop-up message when fans visit the site. “We encourage you to peruse the literature in the waiting area before logging in at the desktop hub where a wealth of unseen treasures awaits you.”

That literature is digital magazines written by The 1975’s creative collaborators, including set designer Tobias Rylander and stylist/creative director Patricia Varillo. The virtual room’s computer gives fans access to stems from tracks, artwork and marketing assets, and they’re encouraged to share whatever they create with it. Amazon Music is a partner for the campaign, which was teased with an Alexa skill (a demo of which you can watch here).

Image by Ben Houdijk /

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Stuart Dredge

Music Ally's Head of Insight

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