The lead up to Daft Punk's new album release Random Access Memories has been a work of art in it's own right. Over the past week they have gone from 5 years of hibernation to trending topic on effectively every social media and culture outlet. Yes, we've seen crazier things than this on the internet, but what's interesting is how they did it.
Instead of launching a traditional album promotional campaign(I'm sure one will come as the release date grows nearer), they decided to pin-point their target audience when they would be most receptive: at a music festival. On the enormous video screens of the main stage at the two-weekend-long Coachella Valley Music Festival a short clip played of both members of Daft Punk dancing with "Mr. Cool" himself Pharrell Williams to their collaborative single "Get Lucky" from the upcoming album. The clip was perfectly timed in between major acts. The crowd was huge. The Crowd was in obsessive music festival social media mode. The internet exploded.
Everywhere you turned was someone talking about Daft Punk at Coachella. Two days later, they allowed streaming of the aforementioned single online. The social media takeover continued. I want to give their PR/Strategy team a High-Five.
What the next move in their strategic plan will be is unclear. According to a recent RollingStone interview, they are going to use a couple well-crafted 15-second TV spots during Saturday NIght Live commercial breaks. Judging by their tactics so far I'd wager they have some more tricks up their sleeves.
As for the actual album itself, Thomas Bangalter and Guy-Manuel de Homem-Christo, the two members of Daft Punk, are known for their mysteriously secretive creative process, so the wait continues for eager fans and critics alike.