It’s not often that you find a band that liken themselves to a bunch of nerds. But LA-based four piece Ok Go have consistently turned the definition of what it means to be rock ‘n’ roll on its head. Take their music video for All Is Not Lost, which was part choreographed by dance crew Pilobolus 7 and part engineered by Google Chrome. Now the band has teamed up with UCLA biochemist Sriram Kosuri, whose lab specialises in researching and developing new synthetic biology products, to release their latest album Hungry Ghosts as genetic code. Tracks like ‘I Won't Let You Down’ have gone from MP3s, to simple data, made up of zeroes and ones, before being assigned to DNA strands and mixed into vials containing just a few drops of water. For Kosuri the project tests the limits of how densely we can store data. For Ok Go’s lead singer Damian Kulash it’s as much about creating an art work as a scientific experiment. “It’s not the most efficient way to actually buy our album,” he jokes.  After all, fans who want to access the project will have to tweak the Cs, Ts, As and Gs that make up DNA to recreate and listen to the actual tracksWhat is certain though, is that more and more artists are testing what is possible with musical formats and finding new ways to connect with fans. It’s no longer simply a case of releasing an album, making a music video and hoping a PR campaign will take you to number one. The rewards are fans are getting a far richer experience; from unique products to interactive experiences.