We’ve known for some time now that Arcade Fire—more or less the frontrunners for “band of their generation” status—would be releasing their fourth record on October 29th, following 2004’s Funeral, 2007’s Neon Bible, and 2010’s The Suburbs. Now, thanks to some viral marketing, we may know the title of the album. Or, maybe a song title from the able. Or something.
Recently, as The AV Club notes, a “few cities” have begun featuring a piece of graffiti in which a circle holds a diamond, and within the diamond is the word “reflektor.” Further, two of the artists who have drawn the graffiti “claimed it’s tied to a campaign for the new Arcade Fire record” and that the new album is indeed titled Reflektor.
And now, an Instagram account titled, simply, Reflektor has now been created, and features someone creating the Reflektor symbol—a symbol which, according to festival-goers, popped up on video screens at the Lollapalooza and Osheaga festivals last week. Also, a new website has been created call TheReflektors which—you guessed it—features the image of a circle holding a diamond holding the word REFLEKTOR.
What do you think of the Arcade Fire news—is this the new album title?