Global – The Kid A Mnesia Exhibition is a virtual world from British band Radiohead and its long-term creative collaborator Stanley Donwood, created to promote the joint re-issue of its albums Kid A and Amnesiac.
Produced in partnership with Epic Games Publishing, the platform and experience sits somewhere between gaming and a virtual art show. Presented as a shadowy interactive underworld, Kid A Mnesia is inhabited by strange, unworldly creatures. Users can navigate this realm, experiencing art, visuals and music derived from the band’s archive of original artwork and album motifs.
Originally conceived as a physical exhibition, which was thwarted owing to planning restrictions and Covid-19, the digital rendition has allowed the band to experiment further. 'Our dream was dead… Until we realised It would be way better if it didn’t actually exist. Because then it didn’t have to conform to any normal rules of an exhibition,' explains singer Thom Yorke.
The project brings Radiohead into the realm of Digital Fandom. With a focus on interactivity, the project generates new levels of intimacy between fans and artists through creativity in a metaverse setting.
Strategic opportunity
Don’t be afraid to defy genre. Create promotional material which sits between game, advertisement, art piece and product to connect with curious consumers