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The once coveted, highly imitated performance series ceased making waves within the music community it once fostered. To reclaim its rightful place at the forefront of sonic culture, a complete brand remix was in order, one that paid tribute to the energy of artists and their performances while harnessing the social reverberations triggered by its secretive form. The resurrected brand recaptured hearts and minds of music fans with its debut at SXSW 2012 featuring impromptu performances by Flying Lotus, Sleigh Bells and Justin Timberlake.