Just as Lana Del Rey made herself known to the world with a Tumblr inspired video for Video Games in 2011, Brooklyn glitch pop duo MS MR did the same with their hit Hurricane last year.
But, unlike Del Rey, the duo made up of Lizzy Plapinger and Max Hershenow left a lot more to the imagination, and let the music do the talking, staying virtually anonymous.
Ahead of their debut Australian tour, the mysterious pair have finally shown their faces, taking to the stage to support Marina and the Diamonds and Grouplove in the US.
Singer Plapinger says MS MR didn't want to get caught up the celebrity of pop music. "Often when people are making pop music it becomes about the celebrity or character behind it, and Max and I love what we do and we love pop, but I don't think that we're interested in becoming a part of celebrity culture," she begins.
The Ms half of MS MR also has been running indie record label Neon Gold since her college days, and didn't want to use the fact that she'd put out singles from the likes of Passion Pit and Gotye to distract from her own musical endeavours.
"This was a new project for both of us and it's very personal," Plapinger says. "We wanted to establish the music and the identity of the band separate from the label. I think especially for me to be able to feel that I can justify what I'm doing separate from Neon Gold and prove myself in a different way, so it was important to keep those two worlds separate."
The success of break-out single Hurricane, from the Candy Bar Creep Show EP, is due in equal parts to the sheer catchiness of the song and the video, which pieces together thousands of pop culture images and has racked up well over a million views since it was released last May.
Plapinger says the images had been piling up in her hard drive. "I honestly take pictures of everything and keeping folders of pop references."
"I had all that material already stored on my computer so when we needed to make a video for the track, we literally just gave it all to an editor and she cut it to the music. I'd already collected all the material over time just by nature of the Tumblr world and what I was interested in."