Re: The Hive Mind™ says....
The Hive Mind™ says, "A pop group with 300 twitter followers has an article about them in The Register - and probably about 360,000 other publications".
I also challenge the notion that the 'bands of old' developed their own visual and design styles. It might be hard to hear, but pop groups have been carefully prepared since year one. I could be wrong, but I doubt one of Pink Floyd's members designed the prism album cover, and I doubt that on of the Beatles planned and took the photo of them crossing the street. And I doubt that the band members interviewed and hired their own designers.
In this case, at least, one could argue that the band is doing at least -that- much - just from a rather wider and undoubtedly shallower talent pool.
Bands, alas, were not comprised of miraculous multimedia Rennaisance men just because theyy were popular when you were in your prime.
Consulting The Hive Mind™ may or may not yield worthwhile branding, and the band's music may or may not justify its ambition, but their gambit doesn't itself imply failure - and it has obviously already succeeded in expanding their audience. I suspect they'll have more then 300 followers by the end of the week.