Northlane have always been adept at thinking up creative marketing techniques when it comes time to showcase their new material. Between teasing the release of their sophomore record Singularity with an enigmatic countdown, or putting together a scavenger hunt to put together the pieces for the release of their song ‘Leech', the UNFD poster boys are far more forward-thinking when it come to promoting themselves.
Recently, they treated fans with a cryptic video entitled ‘MESMER', featuring imagery of dazzling cityscapes, urban architecture, as well as shots of the band members themselves swathed in a neon glow. Then, right when you think things are about to start making sense – it ends. Just like that.
The plot thickens, however, when you follow the provided link to their Facebook Messenger app and engage in conversation with what appears to be an automated reply bot. Through branching dialogue choices, you're given obscure responses such as "Maybe if you look upside down, you will see" and "I am Citizen. Are you sure you're who you say you are? I need to be able to trust you".
Northlane are definitely no strangers at being purposefully obtuse, while still managing to provoke discussion and hype. What do you think the boys could be up to, and what exactly is MESMER?