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Nine Inch Nails clever marketing

I just got back from a Nine Inch Nails concert in Stockholm. It was so great I started to cry. But even more interesting than the concert is the marketing hype surrounding this tour. It all started with letters in concert t-shirts from the current tour, spelling out a domain name: iamtryingtobelieve.com. A visit to this odd site introduces the mystical substance “parepin”, a fictional additive supposedly added to the water in the future.

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Featured stories

Alone in Kyoto

"I tried my best to sneak across the building, but the floor revealed me each time. I suppose I would make a lousy ninja."

A journey through Iran

"I woke up freezing on a Persian rug with aching back. Behind a corner I saw the damned rooster that kept me awake during many hours."

I still love you, New York

"Now I’m back and our roles are somewhat reversed. Like River Song and the Doctor, we meet again under different circumstances."

Roaming in Valletta

"I passed the statue of Jean de Valette, the 49th Grand Master who laid the foundation stone to Valletta in 1566, to gaze at the golden interior of St. John’s Co-Cathedral, where he is buried in the crypt."

On the Trans-Siberian

"Since the toilets were locked during the seven hour stop, we had to bribe the provodnitsas to use the facilities. Then came the Mongols."

Getting lost in Yazd

"Navigating on random while surrounded by staring old men, pointing their crooked fingers at the Godzilla Viking in surprise. It feels like I’m walking around in Mos Eisley."