Mindshower.ai: The 1975's Digital Detox

In a rather unique promotional campaign, The 1975 have opened up a website called Mindshower.ai for fans to interact with assets from the band’s latest release, Notes On A Conditional Form.

The website simulates a waiting room for a “digital detox” center, as seen previously in the music video for “The Birthday Party.” Scattered around the room are a number of interactive elements that allow fans to explore behind-the-scenes photos or gather digital assets for posters. Most interesting, however, is the inclusion of complete audio stems for 3 of the band’s songs.

By accessing the computer sitting on the lobby counter, you can pull entirely mixed stems for “People Like People,” “The Birthday Party,” and “If You’re Too Shy Let Me Know.”

Using these, I took a wack at an acoustic take on “The Birthday Party,” pulling back the electric, percussive, and electronic elements of the song. I'd love to replace the "do you wanna come and get fucked up?" lines with some house-party gangs at some point.

Explaining all of these wonderful assets is a contest put on by The1975 and Amazon Music. Creators can upload their creations for a chance of featuring in a future marketing campaign.

Contest aside, this is a really clever project that gives fans like me exactly what they want—rare digital clutter!

Those who are savvy enough to go beyond what is given by the simulated file system will have access to instrumental versions of “Jesus Christ 2005 God Bless America” and “The Birthday Party” by fiddling around with the water fountain feature to the right.