MONTREAL – Arcade Fire’s lead singer Win Butler has admitted that the hype campaign in the lead up to his band’s latest album, “Reflektor”, was so intense that they didn’t have time to record the album.
“The planning process for the hype campaign has been absolutely exhausting,” explained Butler in reference to the year-long marketing spree that included secret parties, graffiti guerrilla marketing, teaser videos, arson, exclusive deals allowing only certain stores to sell the 12” vinyl EP, Reflektor Pabst Blue Ribbon cans, and limited edition monocles.
“We came to the end of it feeling like we had really accomplished something cool and exciting, but as we looked back on all the steps, we realized we had forgotten about recording the fucking album.”
The band plans to take the next few months to record “Reflektor,” but warns fans that it may be longer than that until they can hear the new album.
“Who knows what the promotional industry is going to look like in 6 months? We’ll have to be really proactive with our second Reflektor hype campaign if we want to stir excitement. The album may have to take a backseat.”
