If this past weekend’s two “surprise” Arcade Fire shows at the Danforth Music Hall have proven anything, it’s that they’re either well in control of their own hype cycle or someone on their staff deserves a big raise.
The two night Toronto stand was ostensibly designed to warm up new material before higher-profile summer gigs at Ottawa Blues Fest, Osheaga and Toronto Island, but also served to drum up advance buzz for the band’s highly-anticipated third album, Suburbs, set for release in early August.
Teased first via Twitter and preceded by less than 48 hours notice, the Friday show reportedly didn’t sell out, but Saturday’s concert was standing-room-only, packed with rabid fans willing to shell out $35 at the drop of a hat, but also, evidently, a who’s who of local music media.
Having already laid the bricks with an early reveal of the album’s jaunty title track and chug-along b-side Month of May, the critical darlings managed to preview seven fresh songs off the new album on Saturday, expertly tempering them with powerful Funeral favourites like Wake Up and Rebellion (Lies).
Playing down the melodrama, new tracks like Rococo, Modern Man and Ready to Start demonstrated a newfound classic-rock directness that matched the band’s carefully-curated denim wardrobe.
None of this would work, of course, if Arcade Fire didn’t have the chops to pull it off, and judging by the palpable energy of their Saturday show (Winn Butler‘s brother William literally ran laps around the stage during the show’s encore), they still have the theatrics to warrant headlining sets and festival gigs.
Suburbs is still nearly two months from its official unveiling, but judging from the early hype, the pieces are already in place for one of the biggest releases of the year.[rssbreak]
