A band's internet presence is generally not something worth getting too excited about. A few videos, audio streams (if you're lucky) and some tour dates are all you're likely to find, and no matter how self-important or abstract the presentation, you can't help but feel that their heart's not really in it.
Gorillaz's Plastic Beach site , however, offers a laudable amount of treats for curious surfers – the focus of which is an admirably ambitious point-and-click game, providing a fun way of exploring band-related content.
The action starts with an impressive full-screen video of your arrival on the island in what sounds like a 1920s biplane. From there the tone is quickly set as the quirky, atmospheric background music kicks in and you're offered the chance to start a conversation with a miserable Damon Albarn seagull.
Make your way into the main building and a series of puzzles and mini-games are to be found, all offering the offbeat humour and distinctive artistic style Jamie Hewlett fans will remember from his Tank Girl days.
There's a great deal to explore. You'll stumble across a projector screen where you can watch the band's videos, a darts mini-game in Murdoch's bedroom, a Bop-It style challenge in the recording studio and an angry-looking squid you can poke. Like the album itself, the experience is eclectic, bold and – although there are a few missteps – pretty satisfying.
As you complete different challenges, new areas are unlocked with fresh content to reward your efforts. It's a clever way of getting people to invest time in the Gorillaz brand and create an affinity with a new release – you are, after all, exploring the island featured on the album's cover.
This isn't the first time Gorillaz have dipped their toes into the world of gaming, having released a mobile phone game to little acclaim after the release of Demon Days in 2005. But Plastic Beach represents a real step forward for this niche genre in creating something distinctive and worthwhile, aside from its marketing value. While it's by no means the best point-and-click game on the internet, for those interested in the band or the work of Jamie Hewlett, it offers a more than diverting way to spend a couple of hours. Chad Kroeger take note.
