Louis and Johannah both retweeted the same tweet about Be In The band auditions this week in London.
Somebody on tumblr pointed out that the next be in the band audition is when the boys have their next break in about a month.
I think either they're all involved, or it's just Louis.
Of course it could be just regular promo like they do for any other sony/colombia records/modest!-affiliated acts, but then it's a little unsual to get Johannah involved.
Anyways, it's just a headcanon, could be true, cold be just speculation.
Update: lol, okay, headcanon confirmed. Louis was at the be in the band auditions in London.