Coldplay won the internet recentlyby ignoring the internet when they created a promotional campaign for their upcoming album Everyday Life that skipped Instagram, Twitter and Facebook for a much more traditional route.
They posted announcements in Public Notice sections of newspapers, hand-typed postcards to fans, put up posters in key cities and by disregarding social media it ended up trending.
While it was a clever and original way to entertain themselves and fans, Chris Martin says there’s more to it than that. It actually matches the tone of their new record, almost serving as a preview.
"The music we’re making right now is very earthy and there’s not really much glamor to it. It’s all very raw," he tells UK’s Heart Breakfast. "So that just felt like the nicest way of telling people about it rather than a big press release."
Everyday Life arrives November 22nd.
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