The video that I saw for Sigur Rós’ “Stormur” will not be the video that you see for the track. It won’t be the video any of my co-workers sees or any of the rest of the Stereogum community checks out. The band has set up a website that collects videos from Instagram with the tag #Stormur and uploads them to a site that plays an ever-evolving clip for the song. Check out the video here.

Kveikur is out now via XL.