Arcade Fire's Marketing Machine Rolls Out Reflektor

Arcade Fire performing on Saturday Night Live in September Photograph by Dana Edelson/NBC/NBCU Photo Bank via Getty Images

If early rumblings are to be believed, Arcade Fire’s new album Reflektor, due out on Oct. 29 via Merge Records, might become the band’s most successful release to date. That’s no small feat, considering that its most recent album, 2010′s The Suburbs, made its debut at No. 1 on the Billboard 200 and won the band a Grammy for Best Album of the Year. Spin said Reflektor “sounds f—— amazing,” Pitchfork put the title track on its “Best New Music” shortlist, and Rolling Stone published a fawning review that compared the band to a slew of musical legends and called Reflektor one of the great “turning-point classics such as U2′s Achtung Baby and Radiohead’s Kid A.”

To continue reading this article you must be a Bloomberg Professional Service Subscriber.