The reasons people listen to music are the same reasons people chew 5 gum. Music, especially EDM, delivers the vibes our audience craves. We hid a once-in-a-lifetime rave in plain sight and dared fans to find it. Our bodega rave featured one of the world’s most famous EDM artists, Zedd, playing a neighborhood store. Fans had to decipher clues to become one of the first 25 to find the limited-edition 5 gum x Zedd packs at the venue—their only ticket in.​