You've already heard all about the enigmatic unveiling (and viral marketing campaign) of Brand New side-project SHONE (led by Brand New's Brian Lane and heavily endorsed by Kevin Devine of Bad Books and Vinnie Caruana of I Am The Avalanche and the Movie Life).
The band's mysterious introduction has been so capitvating that it's given way to its own three-part documentary series which breaks down SHONE's rather complicated campaign in easy-to-follow, chronological order, relaying each event and response along the way.
PureVolume has the exclusive premiere of Part Two as the documentary meticulously tracks faithful fans in Philadelphia—check it out above.
"For us, SHONE was able to gain our interest in their music before they even hit a single note," says Ryan Denissoff, one of the co-creators of the documentary. "By laying the groundwork of hints and clues through letters, videos, and social media, they were able to create their following first, giving a whole new approach to not only how we all listened to their music, but also how we became highly invested fans. They took your common album release campaign and turned it upside-down, making it a much more memorable experience overall."
If you've missed Part One, click here to view.