Hats off to whoever was responsible for the campaign leading up to this week’s announcement of a new album by Boards of Canada. 20-second clips on 12-inch singles sold during Record Store Day, mysterious codes on the sleeves, solutions distributed through radio stations and a Cartoon Network ad, and then a website requiring a password, revealing an equally mysterious teaser video. And finally an announcement that the album – ‘Tomorrow’s Harvest’ – will be released on 10 June. The campaign has done a great job of building buzz among fans. Treasure hunts are certainly on-trend this month: Noah And The Whale are launching one for fans to “unlock” their new album ‘Heart of Nowhere’, with six home-taped versions hidden in independent music stores around the UK, with codes that will unlock a full album stream when found. Yes, of course there’s a Twitter hashtag for the hunt – the band will be giving out clues to fans through tweets, to work out the store locations.

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