Arcade Fire has sought an innovative distribution strategy for its latest single.
The Canadian indie rock band has released a new 45-minute instrumental track dubbed “Memories In The Age Of Anxiety,” which is available exclusively via the meditation app Headspace. A subscription to Headspace, which you’ll need to listen to the track, is priced at $13 per month or $70 annually.
On Twitter, the company explained that the track is part of its ‘Focus’ playlist, which is curated by John Legend. Legend serves as Headspace’s chief music officer, where he leads the app’s music efforts — beyond its flagship meditation courses — and helps curate relaxing playlists from the likes of St. Vincent, Shane Lindstrom, Hans Zimmer, Madlib, and more.
For its part, Arcade Fire explained on Instagram that it was aiming to create “meditative vibes to help you focus and feel inspired.”
Headspace, which named former Hulu executive Val Kaplan Zapata as its CMO last month, says it counts 70 million users in 190 countries. Its aim, it says, is to improve the health and happiness of the world, via a direct-to-consumer offering as well as a B2B business, which enables companies like Starbucks and Adobe to offer mindfulness products to their employees.
Sink into an original piece of meditative music by @arcadefire. “Memories of the Age of Anxiety” is our newest Focus playlist. Curated by @johnlegend and available only on the Headspace app. Check it out! #FindYourFocus pic.twitter.com/B1o7X5U1Q7
— Headspace (@Headspace) April 14, 2021
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