When it comes to release dates, albums have lost their sparkle.
The time of queuing up for an album is over, with fans only waiting patiently at their computers for a genuine download.
Now, by the time an album hits the shelves, fans have already listened to it twenty times and moved on – no matter how hard a label tries.
Some bands however, manage to dodge the internet and the temptation to stream online leaving fans frustrated, desperate and addicted for more.
When Arcade Fire went to release the follow up to the hugely successful ‘Funeral’, it could have been scattered over the internet in the blink of an eye. The band could have released tracks and filled every radio station with their single. But they remained quiet.
Fans were left frustrated as they had to wait for information to drip out in a series of bizarre events.
Then we were treated to a host of cryptic messages from the band. An animated bible, a mysterious phone number, and a bizarre clip of band members taking part in TV show The Price Is Right.
Arcade Fire on ‘The Price Is Right’
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Throughout this time the band remained tight lipped, holed up in Toronto banished from the outside world. And what did it do? Created a frenzy. People became desperate to hear the record and even when a poor quality version of ‘Neon Bible’ did leak, many swore they wouldn’t touch it as the group built up the release date like the apocalypse.
So when, after three years, a mysterious message appeared on the band’s official website last week, we couldn’t help but jump with glee. Would it mean a new album? A single? Another cryptic message?
Addressed to the internet, the message reads:
“Howdy y’all, just finishing up pressing our new 12″. Should be in stores in the next couple of weeks. God willing. Good luck with finds. See you this summer!”
Then all falls silent. There’s no pre-orders, no album listings, press releases. Nothing. Until today, when two mysterious clips appear again on the website.
One is repetitive drone, the other contains some joke lyrics. Never has a piece of music been studied more.
Fans have now decided the single will come out on vinyl on June 1. But who’s knows? The beauty is that we just don’t know what Arcade Fire are going to do next.
Words by Ruth Offord
