Part of Big Data's early success can be attributed to Facehawk, Wilkis' interactive music video that takes a user's Facebook status updates and models them into a 3D hawk, set to the song "Dangerous." He then corralled friends into making music video based on a ludicrous marketing campaign for sneakers that make the wearer head-butt those around him to death. But Big Data's big break came at the hands of radio and with this new attention came management and a major label record deal.

A heavy user of technology, Wilkis focuses each Big Data song on a particular digital issue. Wilkis describes his band as a "paranoid electronic music project from the Internet, formed out of a general distrust for technology and the cloud (despite a growing dependence on them)." It's no secret that Wilkis and his mates love tech, but they're conflicted about how much of themselves they're willing to give up to this digital beast with an insatiable appetite for personal information.