Arcade Fire Rethinks Album Format, Tells No One

Normally, Topspin CEO Ian Rogers makes good on his Vanna White style of presenting the albums that he works on, buys, and films himself opening like a kid on Christmas. For whatever reason, when he clicked through Arcade Fire's new album Suburbs, which comes with digital art that's synchronized to the music, I felt a little underwhelmed. Now, I'm starting to realize that it wasn't for lack of Rogers dazzling display; it was I that didn't understand the significance.

First, the group didn't tell anyone—including their fans—that Suburbs had this feature. Second, I now get that beyond encouraging fans to buy the record, this method also encourages a huge Easter egg hunt -  that can last for hours on end—yet wasn't readily apparent in this video. Here's a video look into how Arcade Fire bundled an interactive digital picture book into their new release:



Arcade Fire The Suburbs Synchronized Artwork Version from Ian rogers.