The newest record from futuristic-themed electro-funk duo Daft Punk is slated to hit music store shelves on May 21st. If you’re already fans of the band, this may seem like exciting news – on the rare chance you didn’t already illegally download the album days ago.
Five years in the making, “Random Access Memories,” Daft Punk’s latest creation, made it incredibly close to its scheduled release date before being leaked. That the album made it this long without being leaked is almost a Grammy award-winning feat in itself, especially when you consider the cult-like following that the band has developed since their 2001 release “Discovery.” Tracks from “Discovery” went on to be sampled by big label heavyweights like Kanye West, as well as blared at frat parties from Hoboken to Helsinki.
Masters of the Buzz, both on the Dance Floor and the Interwebs
Regardless of Daft Punk’s musical influences (and musicians’ well-known uneasiness with having their music boxed in by genres), these French fellows make dance music. Luckily, it turns out that effective dance music and successful marketing have certain similarities and bits of overlap.
A good DJ can manipulate a crowd and gauge when to goad them into greater excitement with a crescendo or tempo change. Similarly, mass marketing in the internet era requires a fine-tuned understanding of what people will respond to.
In the lead up to “Random Access Memories” being released, Daft Punk made a point of giving their fans a series of tidbits and small clues as to the new record’s theme and contents. Then, they let the rumor mill that is the internet do the rest. Given the epic scope and budget of this record (“Random Access Memories” apparently cost several million dollars to make), the hype surrounding its release was intense. Like a good DJ, they inspired in fans a sense of tension which could then only be released by the people who established the tension in the first place.
First came a one minute video played at the Coachella music festival on April 12th. The next night, the same video was released during Saturday Night Live. In the video, Daft Punk played a bit of their first single while wearing robot suits. Digital hysteria on message boards and music forums ensued.
The genius of Daft Punk’s success seems to be that they’ve managed to engage people through traditional mass media channels like television while still seeming cool, exclusive and independent. Their shows bring in 40,000 fans or more, yet it’s difficult to categorize Daft Punk as a pop band. By being flexible both musically and with their marketing Daft Punk managed to create an epic new album out of thin air. Now it’s up to everyone to decide if they actually like the album who’s hype they’ve already bought into. Luckily, hype is the only thing most people will have bought.