Arcade Fire's new album to be called 'Reflektor'?

A viral marketing campaign has been linked to the Canadian rockers

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Arcade Fire's new album could be called 'Reflektor'.

A circular graphic containing letters spelling out 'Reflektor', which you can see above, has appeared in cities around the world and is being collected by fans on an Instagram page. A video of the same image was also shown at Lollapalooza in Chicago this weekend and appears on a new website TheReflektors.com. Speculation is mounting that it could be a viral marketing campaign for the forthcoming new Arcade Fire album. As Consequence of Sound reports, "at least two different street artists" have claimed their work is part of a campaign for Arcade Fire.

Last week, the band announced details of their first live dates for 2014. The Montreal group, who are preparing to release their fourth album in October, will perform live on the Big Day Out touring festival of Australia and New Zealand in January. Appearing alongside Blur and Pearl Jam, Arcade Fire will top a bill which also includes Major Lazer, Snoop Dogg, Tame Impala and DIIV. Big Day out will start on January 17 in Auckland before visiting Gold Coast, Melbourne, Sydney, Adelaide and Perth.

Earlier this year former LCD Soundsystem frontman James Murphy spoke to NME about the band's new album, which he is helping produce. Quizzed on what it sounds like, Murphy said: "It sounds like Arcade Fire in the way that only Arcade Fire sound like Arcade Fire, you know? It's really fucking epic. Seriously. I mean, I feel at this point like I'm too close to it to really talk it up and do it justice, you know?"

Arcade Fire announced the news of the record's release by replying to a fan on Twitter who wrote "you're my favourite".

Arcade Fire released their debut album 'Funeral' in 2004. This was followed by 2007's 'Neon Bible' and 2010's 'The Suburbs'.

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