Arcade Fire's Win Butler addresses criticism over 'Reflektor' graffiti

One fan wrote he felt "used" by the commercial promotion of the album

Photo: Next Previous

Photo Gallery: Arcade Fire

Arcade Fire's Win Butler had addressed criticism over the band's 'Reflektor' graffiti marketing campaign in a handwritten letter.

In the run-up to the announcement of their new single, which was released on Monday (September 9), a mysterious 'Reflektor' logo decorated buildings, pavements, food stalls and monuments around the world. The band were later revealed to be behind the campaign.

In an article for Slate, writer Ian Dille explains that he wife works at a print framing shop in Austin, Texas, where the graffiti randomly appeared one day. This week it was replaced with posters promoting the single, which was when Dille said he felt "used" that the graffiti art was nothing more than a marketing stunt for the band.

"I'm not just saying that because my wife's boss spent hours cleaning the posters and paste off the wall," he writes. "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."

He continues: "But the band’s vandalism – er, "guerrilla marketing" –seems, in contrast, decidedly immature, or at the very least socially irresponsible."

In response to the article, Win Butler sent Dille a handwritten note to apologise. "The chalk campaign was supposed to echo with Haitan veve drawings that are done in chalk or in the dirt. It is sometimes hard to control all these tiny details when you are doing something on such a large scale," he writes. Read the letter in full here.

Arcade Fire will release their fourth album 'Reflektor' in October. Speaking about the new material recently, Win Butler describes it as a " mash-up of Studio 54 and Haitian voodoo".

Read More On This Artist

More News
The Wombats announce details of new album 'Glitterbug'
Pussy Riot: 'Our goal is not to make a political album'
Azealia Banks accuses Eminem of sexism in his music
Gerard Way 'made plans to work with' The Libertines' Carl Barat
The Smiths' Mike Joyce says Queen should wear 'Queen is Dead' T-shirt during...
Wu-Tang Clan tried to get James Blake to feature on 'A Better Tomorrow'
Royal Blood 'wanted to support Foo Fighters before even starting the band'
Spectres announce UK tour dates
Taylor Swift was surprised at industry's reaction to her decision to leave Spotify
Ride, Bastille, Duran Duran and more to play tiny War Child gigs
Noel Gallagher's teenage daughter recalls how he embarrassed her in front of Harry Styles
Manics' Nicky Wire: 'There hasn't been a decent attempt at a Christmas single in...
Radio 1 music boss tells The Killers' Brandon Flowers: 'You're not too old to make...
John Lydon: 'Ukip's talk about immigration is subdued racism'
Brandon Flowers says second solo album is 'definitely going to be different'
Lucy Rose announces UK tour and promises to play new material
Sleaford Mods' Jason Williamson: 'Bono's such a massive cunt'
Future Islands' Samuel T Herring feared he 'was going to die' earlier this year
Madonna calls new album leak 'a form of terrorism'
New Official Chart Show host Clara Amfo is 'surprised at how nice everyone's been'
Wiley reschedules tour following unrelated shooting outside London venue
Wu-Tang's RZA: 'I used to do rap battles on the spot where Eric Garner was killed'

More News

Comments

Please login to add your comment.

Latest Tickets - Booking Now
 
Know Your NME
 

 
NME Store & Framed Prints
Inside NME.COM