To promote their upcoming album Turn Blue, out May 13, they uploaded a strange, David Lynchian video to YouTube, which is apparently supposed to put you in a subliminal trance and potentially make you buy the Black Keys’ new album. Several other infomercial-like spots popped up on the channel last week.
Further, the video’s announcement came via Mike Tyson’s Twitter, for some reason:
Turn Blue https://t.co/N7SaVjl1eD
— Mike Tyson (@MikeTyson) March 21, 2014
As has been pointed out, this isn’t the first time the duo has taken social media marketing and promotion to head-scratching territory. Their video for “Lonely Boy” was equally weird, and engaged an audience: It currently has 32 million views.
Drummer Patrick Carney has been teasing the album on his Instagram with a series of “blue” references, including a few Arrested Development photos of Tobias’s failed Blue Man Group audition. This is the brave new frontier, where promotion of an album is now a puzzle for people on the Internet to solve.
The single “Fever” is scheduled to be released this afternoon, but has already surfaced online.
Screengrab via Turn Blue/YouTube