Cut Copy’s indie acceptance may also be waning, as the release of Free Your Mind has gone in polar directions in an attempt to engage listeners with very 2013 marketing strategies that are about as transparent and innovative as a glass of water. First, they premiered the expertly crafted, krauty clapper “Let Me Show You Love” (which has the best Dave Gahan vocal melody that Depeche Mode never wrote) at the buzziest location possible: Pitchfork Music Festival. And no, not by performing the song; rather, they pressed 120 vinyl singles for distribution at the festival, sure that they would find their way to the right hands, with a general 2:1 ratio assumed for listeners to music writers at said event. That move read like a cry for attention, but not so much as making six billboards at random global locations that fans needed to seek out to hear the album’s title track. The presumption of such a ploy is baffling, mostly because it is hard to imagine anyone driving more than 10 minutes to hear a song by any artist, much less Cut Copy, much less to the wasteland of the California desert between L.A. and Palm Springs. For comparison, remember when the Boards of Canada had a remote listening party for their first album in forever? Video showed a spare gathering at most. Unsurprisingly in this instance, someone just found the song through Cut Copy’s website, leaked it, and the billboards were never really discussed again. [Source]
New Music United 