In July 2011, Bennington told "Rolling Stone" that Linkin Park aims to produce a new album every eighteen months, and that he would be shocked if a new album did not come out in 2012. He later revealed in another interview in September 2011 that the band was still in the beginning phases of the next album, saying "We just kind of began. We like to keep the creative juices flowing, so we try to keep that going all the time ... we like the direction that we're going in". Later, on March 28, 2012, Shinoda confirmed that the band is filming a music video for "Burn It Down". Joe Hahn directed the video. Shinoda spoke to "Co.Create" about the album's art, saying that it will "blow them fans away ... the average person is not going to be able to look at it and go, I understand that that's completely new, like not just the image but the way they made the image is totally new. So there's going to be that".