The Gorillaz universe is more detailed and multifaceted than anything before it. As Albarn would later put it, “delivery of misinformation is as valuable as delivery of information.” Before long Gorillaz spilled into real life and the non-fictional minds behind the band began to trickle into common knowledge, but by this point Albarn and Hewlett had achieved their goal: the manufactured Gorillaz universe had become so immersive that nobody really cared who was behind it. They connected with fans by giving interactive tours of their fictional studio on their website, while their off-the-wall music videos gradually developed into an immensely complex and strange story of a band unbound by reality. They created Gorillaz.īilled as the world’s first virtual band, for a brief period Gorillaz lived entirely within their self-contained multi-media universe. So they decided to push things the other way: they created a band so manufactured that the lines between fiction and reality became blurred. They were disillusioned with the lack of connection that manufactured bands had with the creative side of their music, and were finding the music videos they were watching increasingly lacking in substance. During their time sharing a flat in the late 90s/early 2000s, Blur’s Damon Albarn and comic illustrator Jamie Hewlett became bored of MTV.
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