Newspaper article The Canadian Press

Stylish Rompers, Fake News: Arcade Fire's Album Launch Channels Buzz Words

Newspaper article The Canadian Press

Stylish Rompers, Fake News: Arcade Fire's Album Launch Channels Buzz Words

Article excerpt

Arcade Fire takes unusual route to promote album


Arcade Fire has found an unusually satirical way to launch their fifth album on social media.

Leading up to the release of "Everything Now," in stores on Friday, the Quebec art-rock band has been flooding Facebook and Twitter with the kind of social commentary they usually reserve for their music.

The tongue-in-cheek posts created buzz -- and some confusion -- for their listeners trying to decipher truth from fiction on their news feeds.

Arcade Fire took jabs at boundless consumerism, the culture of social media hot takes, and some even mocked their own image.

Here are five ways the band launched their new disco-synth album with a side dish of shade:

HEADING OFF CRITICS: Some of Arcade Fire's sharpest barbs at capitalism were launched shortly after the indie band signed with music giant Columbia Records. Perhaps sensing the irony of the deal, they made jokes to suggest they're not oblivious to being labelled sell-outs by their fans. A series of tweets parodied the tactics of major label publicity, plugging a fake club mix of one of their songs by international DJ Calvin Harris and a phoney alternate version of another by rising Canadian hip hop producer Kaytranada. But Arcade Fire apparently isn't against buying into some record label gimmicks. Their new album is available digitally and on CD, cassette and vinyl, with a few different cover art options and bundles to choose from (the "language" vinyl edition comes with 20 different variations of the cover artwork, in 20 different languages).

UNREAL MERCHANDISE: Listeners hoping to slip into an official Arcade Fire romper were left disappointed when they learned the band was only kidding about launching an extensive line of branded clothing. The group had teased a line of products branded with the "Everything Now" logo, the faux "finance company" responsible for marketing their album. The fake product line included a slow cooker and their own flavour of Ben and Jerry's ice cream called "My Body is a Cone. …

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