took a bizarre approach to the promotion of Everything Now,
their upcoming fifth record: trolling. In a strange, meta style of commentary that only Arcade Fire could successfully pull off, the Montreal indie rockers produced their own breakfast cereal
, parodied those horrendous Kendall and Kylie Jenner shirts
, and designed fidget spinners
that double as USB drives. Continuing the over the top marketing scheme, the band wrote a decidedly mixed review of their own album.
Arcade Fire's "review before the review before the review" appears on their new platform, Stereoyum
, which is beautifully designed for a fake website (and looks just like Stereogum
!). There isn't a word on the site that isn't a sly dig at modern day music journalism and cultural taste-making. If you click around enough, you see headlines like "The Zeitgeist: we're in on it, are you?" and "New streaming service launches, promises 'infinite content'" that could easily be found on any editorial site. Well played, Arcade Fire, well played...
As cultural commentary, the Premature Premature Evaluation is spot on. The band writes as if they've only just heard the songs for the first time, poking fun at reviewers' tendency to be both unbearably indecisive and overly opinionated:
"At this point we're just guessing, but since the songs we've already heard are three dancey ones ("Everything Now," "Signs of Life," and "Electric Blue"—all of which we'll compare favorably but slightly dismissively to LCD Soundsystem) and one slightly electro-goth, we'll assume that at least two that remain are ballads, in some sense of the word. Based on the song titles, we'll guess that "Peter Pan" is going to be on the sweeter, more introspective side, though perhaps with a dark edge, while "Good God Damn" is probably a guitar-based rocker, because it's got "Damn" in the title. We're in uncharted territory here, so bear with us!"
As is the case with any premature review, it's nearly impossible to nail down the final conclusion:
"Eventually we will grudgingly but happily admit that Arcade Fire probably isn't going anywhere anytime soon, and suggest that, in a few months—after listening to Everything Now
enough times to really digest it—we'll figure out what we really think of it."
Honestly, this latest gag might only be funny if you're the type of person who reads (or writes) album reviews on a regular basis, but at least we know Arcade Fire has a backup plan if their music making career doesn't pan out.