ARG’s have been put together by everyone from Nine Inch Nails to Steven Spielberg, and Schneider decided to try his hand at a couple of his own. These are interactive stories told through a number of different mediums where players have to piece the story together through interaction with other players. However, his creative side was well and truly revitalised with the discovery of Alternate Reality Games, or ARG’s. It didn’t go quite according to plan, and he ended up as the art director of a small Los Angeles advertising agency, developing ad campaigns for pizza restaurants and an online poker tournament. He studied visual arts at the University of Michigan and once his course was over, he moved to Los Angeles to pursue a career in visual arts. Born in Michigan, Schneider’s childhood was colonised by music and art, but as he grew older music became more and more of a hobby. That’s where the thrillingly modern aspect of the band comes in, and the truly astonishing thing is that it’s, by and large, all come from the mind of Schneider and very few others. That’s undeniably an image that could come from a Huckleberry Finn novel, but on the other hand, at what other time period other than now could you take a band and make an entire Alternate Reality Game to compliment the music? He learnt to play music while sat on its banks, a campfire burning gently next to him. However, this is also a band named after a lake that Ben Schneider, the main songwriter and leader of the band, grew up visiting. Their brand of rustic, atmospheric Americana is absolutely illustrative of this, as it is classic sounding music that, by now anyway, sounds absolutely natural playing alongside Lorde and their touring partners Alt-J on alternative radio stations. Lord Huron are simultaneously a band out of time, and a band absolutely of this time.
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