Divine Fits have realeased the second trailer to their album A Thing Called Divine Fits which is due out on August 28th via the excellent Merge Records.
What the heck is going on here? I'm not talking about the person moving beneath the Jiffy Pop foil in the actual trailer. I'm talking about album trailers in general.
This feels like a new thing to me, but I know it really isn't. Word of mouth, viral marketing has been around since before the Internet. Now, though, put out a trailer or reveal the track list (uh... whatever), and it flies all over the web thanks to people like me.
The first time I saw one of these, it was the trailer for Titus Andronicus's The Monitor, put out by XL Recordings. At the time, I thought it was cool because it appeared kind of homemade and it was pretty obviously tongue-in-cheek.
Then, The Decemberists did a few, I think, for The King Is Dead (Capitol, this time). They were professionally shot and showed the band working on the album in some Oregon farmhouse.
Those are just two examples, but I've been seeing these things for different albums a couple of times per week. Now, we have this trailer for Divine Fits. The clip is referred to as "A Film by Alexa Gerrity" and looks great, but I'm not sure how much it tells anyone about the upcoming album.
I'm not trying to knock any of these bands here. All of them streamed or made available some other way actual songs from their albums prior to release. Given that Divine Fits features Spoon's Britt Daniel and Wolf Parade's Dan Boeckner, I'll almost certainly buy the album on the day of its release. I'd just prefer another single or maybe a video (directed by Alexa Gerrity, even!).
I don't know. Maybe it's just another case of my oversensitive cooldad / hipster hype alarm, but I just find the whole album trailer thing a little nonsensical.
And don't even get me started on "So-and-so reveals track list."
No comments :
Post a Comment