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# Arcade Fire Rethinks Album Format, Tells No One
- URL: https://www.hypebot.com/arcade-fire-rethinks-album-format-tells-no-one/
- Published: 2010-08-16T06:59:00.000Z
- Updated: 2010-08-16T06:59:00.000Z
- Description: Normally, Topspin CEO Ian Rogers makes good on his Vanna White style of presenting the albums that he works on, buys, and films himself opening like a kid on Christmas.. Continue reading [https://www.hypebot.com/hypebot/2010/08/arcade-fire-rethinks-album-format-tells-no-one.html]
- Author: admin
- Tags: Indie Music, YouTube & Video, #wp, #wp-post, #Import 2026-01-21 10:59

Normally, **Topspin** CEO **Ian Rogers** makes good on his Vanna White style of presenting the albums that he works on, buys, and films himself opening like a kid on Christmas. For whatever reason, when he clicked through **Arcade Fire**’s new album *Suburbs*, which comes with digital art that’s synchronized to the music, I felt a little underwhelmed. Now, I’m starting to realize that it wasn’t for lack of Rogers dazzling display; it was I that **didn’t understand** the significance.

[![image from www.arcadefiretickets.org](https://a2.typepad.com/6a0111683c7a25970c01348639df6a970c-350wi "image from www.arcadefiretickets.org")](http://www.arcadefiretickets.org/files/images/Logo.png?ref=hypebot.com)

First, the group **[didn’t tell anyone](http://latimesblogs.latimes.com/music%5Fblog/2010/08/merge-cofounder-on-arcade-fires-no-1-debut-the-whole-chart-thing-is-kind-of-like-sports.html?ref=hypebot.com)** – including their fans – that *Suburbs* had this feature. Second, I now get that beyond encouraging fans to buy the record, this method also **encourages a huge Easter egg hunt** \- that can last for hours on end – yet wasn’t readily apparent in this video. Here’s a **video look** into how Arcade Fire bundled an **interactive digital picture book** into their new release:

[Arcade Fire The Suburbs Synchronized Artwork Version](http://vimeo.com/13846166?ref=hypebot.com) from [ian rogers](http://vimeo.com/user1249343?ref=hypebot.com).