In November, Sims released his monster album More Than Ever on Doomtree Records. A tour quickly followed and with that came the financial challenge of recovering from a van break-in while out on the road. Within 20 hours a gofundme page was set up and the support of loyal fans and friends raised all of the money needed to replace the gear. It is because of that dedication that Sims decided to premiere the new video for “What They Don’t Know” directly with those supportive fans instead of a more traditional high-profile blog partnership. Members of the Doomtree mailing list received the video and premiere instructions a day in advance and were instructed to post all at once from their various social media accounts at a specific time. It was a way of saying thank you to the people who directly lended a helping hand and also feel connected to something bigger. Sims explained to fans by saying, “We generally release videos through an online music publication—it’s a great way to get some eyes on the vid right off the rip. But I learned something last month when our van was broken into. You (you, personally) are the most ferocious and commanding sharers of information that I have access to. So why not team with you?”

The 360°video, co-directed by Adam J. Dunn and Sims, was shot in Minneapolis over four days and features an incredible cast of characters, including local musicians P.O.S, Slug of Atmosphere, Har Mar Superstar, Prof, and Aby Wolf. On top of the regular cut, each scene was extended and stitched together in 360°/VR experience. Every moment from every scene can be seen and viewers can seamlessly rotate to each different segment with a single swipe (or by turning your head if you have a fancy VR headset). Because why not. #WhatTheyDontKnow

video directed by Adam J Dunn & Andrew Sims

iTunes: More Than Ever – Sims

twitter.com/simsdoomtree