According to Reznor, he and Dragon Tattoo director David Fincher came up with the idea to put on a series of free shows in major cities as a way of getting electronic music fans talking about the film. In order to make it seem like more than a marketing stunt, however, he decided to enlist the help of HARD mastermind Gary Richards, who's developed quite a rep for putting together a big-name show quickly and effectively. Richards delivered again, with other lineups including Groove Armada in London, Miike Snow in Stockholm and Major Lazer in San Francisco.