National
Axtone Records, former Swedish House Mafia member Axwell's record label, wanted to launch brand new artist Shapov and preview his first track. Axtone's fan base knows everything about Axtone and its artists, so the label wanted to bring Shapov to the world in a mysterious way to make people ask questions. Since there was close to no budget, the promoters found a way to create an 'interactive YouTube experience' by utilizing functions YouTube already has in a new creative way. (Hint: press the number buttons in order while watching the video to discover the hidden track.)
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