Arcade Fire

Arcade Fire 

Originally intended for release at 9 o’clock on the ninth day of the ninth month, the song leaked one day early—no doubt aggravating the band’s on-staff numerologist. However, the band did release an interactive video for the single today, a multimedia “virtual projection” created by Montreal filmmaker Vincent Morisset.

One last thing we know so far: “Reflektor” pretty much kicks ass.

In 2013, nobody can touch the Arcade Fire for rolling out an album with maximum pomp and mystery. By comparison, Kanye West’s international urban video projections and Jay Z’s app tie-in seem unimaginative. Even before the Montreal collective had released the first snippet of noise on “Reflektor,” the hubbub over the mysterious hieroglyphics and rumored album covers had reached a feverish pitch, suggesting a pre-digital event album. For a few days at least, the typical promotional cycle was stretched out of whack and actually seemed unpredictable.