By Laina Roberts
There’s a tiny bit of light at the end of the dark, mysterious tunnel that is Arcade Fire’s promotional strategy leading up to the release of its new album. The band has been disreputably enigmatic in sharing the details of the new album, Now we’re as certain as we can be that Arcade Fire’s and there’s probably a video being released on Sept. 9 at 9 p.m.
Arcade Fire released a video clip on Wednesday confirming the release of something on Sept. 9 at 9 p.m. We aren’t exactly sure, but there’s a pretty good chance the band is releasing a full video of its first single (called “Reflektor”) on Sept. 9 — that is if said video’s director is to be believed.
Dutch filmmaker Anton Corbijn, who’s been working closely with the band, , then added, “I can’t say much more than that, because itap all a surprise … You’ll have to watch on Monday evening.”
“Reflektor” will be the first single Arcade Fire has produced since their third Grammy-winning LP “The Suburbs” in 2011. It will also be the first video Corbijin has directed since Coldplay’s “Viva la Vida” in 2008.
While die-hard fans anxiously await the undisclosed event on Sept. 9, some may wonder if this spectacle of secrecy is simply a ploy to win back indie-fans that may have been lost in the band’s pathway to stardom. Regardless, the cryptic campaign undoubtedly stirs up the anticipation for anyone who has followed Arcade Fire since its beginning.
Everything (hopefully) will be clear when the album drops on Oct. 29.
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Pop music blogger Laina Roberts is a Denver-based writer and new contributor to Reverb. Read more of her writing on and follow her on .
