Arcade Fire's newest single
" off the upcoming fourth album with the same title gets nothing but words of praise from the fans and musical media, what can't be said on the band's "9-9-9" promoting campaign
ahead the track release.
As Consequence of Sound
reports, writer Ian Dille
from Austin penned an article for Slate
, where he explained that his wife works at an Austin picture framing shop, where "Reflektor" graffiti
randomly appeared one day. Earlier this week, the graffiti was replaced with Arcade Fire posters, at which point Dille said he realized the graffiti was nothing more than a commercial promotion and that he "felt ... used."
"I'm not just saying that because my wife's boss spent hours cleaning the posters and paste off the wall,"
wrote Dille. "As Arcade Fire has achieved mainstream success, they've also struggled to maintain their indie appeal. How does a band preserve its counter-culture ethos when it's on stage with industry stars accepting a Grammy for best album?
"Many bands have struggled with this problem, and Arcade Fire has generally handled it fairly well. The band's lyrics have grown more mature over time, broaching social issues like urban sprawl (on 'The Suburbs') and social media's tendency to disengage us from reality (in the lyrics of 'Reflektor'). But the band's vandalism, er, 'guerrilla marketing,' seems, in contrast, decidedly immature, or at the very least socially irresponsible."
Arcade Fire frontman Win Butler
responded to Dille in a handwritten note. He explained "the logos were supposed to be put up with water soluble paint or chalk so they would come off in the rain,"
and added "the chalk campaign was supposed to echo Haitian veve drawings that are done in chalk or into the dirt.
"It is sometimes hard to control all these tiny details when you're doing something on such a large scale,"
Dille published the note in the original article. If you want to check it out, here it is
Arcade Fire will release their fourth studio album
- which will come out as the double LP - on October 29.