"We're the Biggest Band in the World, and No One Knows Who We Are."

The Arcade Fire have garnered some heady acclaim for their music, as well they should have (although it took me a little while to come around... Dave, you were right). Even if you don't like their music, you have to admire the way they have held onto their master recordings, maintaining control over their careers in a time when too many bands are created/molded/owned by whatever label gives them their first big advance.

Bob Lefsetz, industry expert and author of the twenty-year-strong Lefsetz Letter, was impressed by the way the Arcade Fire had been succeeding without kowtowing to kingmakers -- until he saw a huge spread on the band in the New York Times, that is.

Lefsetz went off on the band, wondering why they had resorted to traditional media such as the NYT (and [Canadian] Time) to hype the upcoming Neon Bible album, prompting the Arcade Fire's manager to defend the group. We received permission from both parties to post portions of the exchange below.

The Lefsetz Letter in question began (his emphases),

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"I thought the Arcade Fire was anti-hype, a new band for a newgeneration. But they appear to be the same sold-out pricks as GoodCharlotte and the rest of the egotastic bands, the only differencebeing they're on an INDIE label.

"Oh, don't get your knickers in a twist. Of course their music ismore real than that of the evanescent wannabes, but the sell; it appearscuriously the same.

"I mean who cares if the band is on an indie label if the act is sold JUST LIKE it's on a major label...

"In a world where Britney shaves her head and EVERYBODY knows withinhours does an indie band truly need a scorched earth hype campaign toreach its audience? Is the problem that the band's fans DIDN'T KNOW
the record was out? And by trying to reach newbies, does the ArcadeFire SHORTEN its career?"

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Scott Rodger defended the band against charges of overexposure and pointed out that they had maintained total control over their music by refusing to "play the game." His response appears below in truncated form. Near the bottom, there's a great (and accurate) quote from Win Butler, Arcade Fire's lead singer:

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"I manage the Arcade Fire. They are the most inspiring, unique groupof people I have ever been fortunate enough to work with. Everyonewhoworks with this band feel exactly the same way about them.
There is no hype machine behind this band. We spend on average, 40-��50% less marketing and promoting Arcade Fire than that average major release.

"The band will see a royalty check at the end of every accountingcycle. We have set up unique label and distribution arrangements globally. I guarantee that no other artist in the current marketplace has as much control and ownership over every single aspect of their career than what the Arcade Fire have.

"In the declining sales of the global market, we are aiming to be profitable selling the relatively small global numbers that we do. No-one cares about the chart positions, the radio adds or any of the standard issues that make up the daily life at a record company. We want to create awareness for Arcade Fire music. We do that from the live shows, press and an incredibly active online community that supports the band. Anything on top of that is welcome and is a bonus.

"If we wanted to push or 'hype' this project, it could have easilybeen done. We said no to 9 out of 10 proposals to support the launch of this campaign. I guarantee we would have sold through 25-30%
more if the band wanted to play the game. It's just not them, it not what they're about...

"Driving to the show in London on Friday evening, Win Butler saidto me that

'We are the biggest band in the world and no-one knows who we are.'

"I think that sums it all up. They don't care to play the game. They will have a career as long as they care to have one as they have the autonomy and the luxury of being able to self fund every aspect of their career without having to rely on the purse strings of a record company."

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(images from wikipedia and rhino)