Not only are hipsters bragging about knowing about bands before they're cool, they're bragging about knowing brands before they even exist.

Jimmy Kimmel, who is broadcasting his show from South by Southwest this week, sent his Lie Witness News team out into the field to quiz SXSW revelers about the latest, hottest, entirely made up music acts. This isn't an entirely new bit โ€” they pulled the same delightful trickery on Coachella attendees last April โ€” but that doesn't make the schadenfreude any less delicious.

Pro tip? When you know you're lying, try not to say "to be honest" too much. It only makes you look worse.