Beardy folky hipster, Kanye West's favourite sidekick, alt-rock's best falsetto or reclusive log cabin fan.
Who, exactly, is Justin Vernon?
It doesn't matter, because you won't properly understand the Wisconsin singer until you see him, and his eight-piece band, live.
Bon Iver proved to be louder, more grandiose and far more epic live than they are on record at their first New Zealand show, one of the many musical coups scored by this year's International Arts Festival.
Anticipation for the event was so high, tickets were going for up to five times their face value on TradeMe, and the Wellington Town Hall was packed well before the 8pm start time.