Didn't See That Coming of the Day: @Horse_ebooks & Pronunciation Book Turn Out to be a Video Art Project

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In an unexpected turn of events, BuzzFeed creative director Jacob Bakkila outed his himself as the voice behind the famous @Horseebooks Twitter account to launch his new art project titled "Bears Stearns Bravo," a choose-your-own-adventure video formed as a collaboration with Pronunciation Book founder Thomas Bender. The duo held a bizarre promotional event today at the Fitzroy Gallery in New York City's Lower East Side, where they sat in chairs answering phone calls while reading off sheets of paper before abruptly hanging up on the callers. The project has been in the works for the past several years, The New Yorker reports, and serves as a bittersweet ending point for both the Pronunciation Book and @Horseebooks feeds.

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