For their 2017 album, Everything Now, Arcade Fire created an extensive faux-promotional campaign. I’m writing about the album and its promotional campaign in my book project, Sway: How Promotion Has Shaped American Music. One of the features of the campaign was the creation of a fictional, evil corporation that plugged AF’s release with all the vigor and crassness of a profit-mongering company.
The ploy led to a number of funny and caustic creations from the band, one of which was their music video for “Creature Comfort.” Here’s how it went down:
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