With the sheer amount of songs coming out daily, artists have to be creative in their efforts to make listeners excited about new releases. After all, there’s only so much collective attention span to go around. Astralwerks artist John O’Regan is taking a sort of Pavlov’s dog approach to promoting his new Diamond Rings album by playing a smidgen of music and hoping the fans will start salivating.
Watch one of his album teaser videos below—it’s just O’Regan, sauntering through a desert sandstorm to the sound of whiny ’90s hip-hop synths and computerized handclaps. It’s only 30 seconds long, but 30 seconds is more than enough to get fans psyched for Free Dimensional‘s October release.