Bleachers’ Jack Antonoff Announces 'Strange Desire' Through Craiglist?
How do artists announce their new album these days? The classic way is a website, then a plug on Rolling Stone or Pitchfork, reposted by a million of other blogs. Of course, if they are extremely successful they can avoid all this and just surprise everybody by posting a song video as David Bowie did, or by dropping the entire album on iTunes as Beyonce did… yeah but these are exceptions, artists usually have to go through the media/PR machine. But you can also be original and inventive.
It was probably the intention of Bleachers’ Jack Antonoff, who just posted this ad on the Brooklyn section of Craiglist. What was he thinking? I very rarely visit Craiglist, this is a weird place – I had some bad experiences in the past but this is another story – and the only reason for me to go there would be to buy a ticket for a sold out show. But Antonoff must be a very idiosyncratic guy, so he posted the following under New York > Brooklyn > All Community > Musicians.
‘Artist seeking “Strange Desire” (Brooklyn)
‘strange desire’ is something that came to me a few weeks ago when i was working on the last song i wrote for the bleachers album. the lyric is, “feeling like i never was young i followed a dream and a strange desire”. it was just something that came out in a scratch vocal take off the top of my head and i didn’t realize how important it was in that moment. that line speaks to my entire life over the past 14 years of writing and being on tour. i do feel like I’m constantly mourning a childhood i never had. mostly because i dealt with a lot of loss in the most formative years of my life. that ties into a lot of the lyrics on the album. specifically ‘i wanna get better’ – “while my friends where getting high and chasing girls down parkway lines i was losing my mind…”. i felt completely freaked out at a moment in life that was supposed to be carefree. i let go of a lot right then and started to follow what i now call a strange desire. its the 2 words that perfectly title what this bleachers album is as a documentation of my life as i can remember it at this point. or better put, as i see it from this point. its been a bizarre and wonderful decade (particularly the past 2 years). a lot of great things have happened but its also been strange. this album speaks to all of that. i never kept a diary over the past year of being away and thinking about my life as it has unfolded – instead i wrote this album.
so now its time to move on from the ‘making the album phase’ and start to make the plans to give it to you. that will be july 15th. now you know that. as much as its weird to admit, sharing this album is as important as making it for me. I’m able to move on with my life from hearing the stories of what people have been through as well as telling them myself. people hearing my stories makes me feel less alone, hearing others stories does the same….. strange desire etc.
So you have it, his first solo album is called ‘Strange Desire’ and will be out on July 15th. It is a very intimate album, where he is revealing a lot about himself, something you may have already perceived with the hit single ‘I Wanna Get Better’ released a little while ago. Hey more than 350,000 views on YouTube already, that was a fun song no pun intended. Now how did MTV (the source for the story) spotted the item among ads and ads of bands looking for a drummer or offering to entertain your next wedding? Is there a guy at MTV paid to browse Craiglist ads? I hardly believe that. It is an interesting way to launch an album but I bet Antonoff gave some hint to the press.