Proving that they’re not just songsmiths ready to step up to U2’s level in the stadium rock stakes, the Arcade Fire are also extremely canny marketers of themselves, showing the big record companies why they’re imploding and indie labels such as Merge can gain huge exposure with a little lateral thinking. Currently exploding across the web is the band’s interactive film for their latest single off The Suburbs, ‘We Used To Wait’. Entitled Wilderness Downtown, the film by Chris Milk only works in Google Chrome, and uses your home address and Google maps and streetview to create a personalised filmclip. Make sure you’ve downloaded Google Chrome, and then hit up www.thewildernessdowntown.com

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