By Kevin Rutherford
Part of the magic of a social media-assisted reveal in the manner Bonnaroo is currently conducting for the announcement of its 2015 lineup? There’s bound to be a few bumps along the way.
That’s not just talking false flags, predominantly the usual fake lineup posters (that Jay Z/Beyonce one you’re seeing? Yeah…) that circulate the web before the truth finally prevails. This year, Bonnaroo opted to have fans call them to slowly reveal the full lineup, with callers posting to social media to announce the artist shown to them with the hashtag #bonnaroo.
About a half hour into the three-hour rollout, a band began to show up in the hashtag, and not just one of those one-offs someone put there as a joke. It had quite the backing from others who were tweeting the same thing; heck, a few even posted videos to Instagram or Vine of a male voice confirming it: No Routes Found would be playing Bonnaroo 2015.
Well, except not really. Apparently, when a call cannot be completed, at times an error message will pop up under the name “no routes found.” That’s exactly what happened to many callers, undoubtedly due to high traffic on the line, but since many aren’t up on their phone lingo, the new “band” got circulated, some via tongue-in-cheek tweets, some not so much.