Arcade Fire New Album 2013: 'Wake Up' Band Admits to Viral 'Reflektor' Campaign on NYC Billboard, New Music to Drop at 9 p.m. on Sept. 9? [PHOTO]

After weeks of mysterious symbols spotted around the world, indie rock band Arcade Fire has finally admitted that it is behind the viral "Reflektor" campaign. As of now, it's unclear what exactly "Reflektor" even is. It could possibly be the name of Arcade Fire's new album or a single title.

However, it is an Arcade Fire project. According to the fan Twitter and Instagram account, @ArcadeFiretube, a billboard has popped up in New York City featuring the "Reflektor" symbol alongside Arcade Fire's name.

The billboard, on the corner of Grande and Lafayette, also features the time of Sept. 9 at 9 p.m., when a "huge" event will take place. Fans who have been following the news of Arcade Fire's fourth studio album closely will remember that all the way back in June, Revolt TV announced that new music from Arcade Fire would hit on Sept. 9.

So, even though it's not official, it's likely that Arcade Fire will be on hand to debut new music at 9 p.m. on 9/9, or make some other kind of huge album announcement.

Arcade Fire have cleverly been using viral marketing and Twitter to announce details about their new album and "Reflektor," whatever it may be. In July, the band announced the album's Oct. 29 release date by responding to a random fan on Twitter. They then announced a possible January tour in a similar fashion.

This manner leads to a lot of fan speculation and hunts on the Internet for clues.

Arcade Fire fans can continue to scour the Internet for clues before the evening of Sept. 9. The mysterious website, thereflektors.com, seems to update with little fanfare. Initially, it included the simple viral "Reflektor" image, and now, it features a finger drawing on a screen the release date of Sept. 9 at 9 p.m.

Arcade Fire's fourth studio album is due out Oct. 29. Until then, fans will have to wait until Sept. 9 for what seems like new music from the band.

Tags

Arcade Fire, Reflektor, Instagram, Twitter