My Bloody Valentine
[Self Released; 2013]
Shortly after 9 p.m. on February 4th, the indie rock universe imploded with one simple message on My Bloody Valentine’s Facebook page: “We are preparing to go live with the new album/website this evening. We will make an announcement as soon as it’s up.” As if preparing for an eminent bomb, fans raced to their Twitter accounts, all a-tizzy about what had to be a preeminent April Fool’s joke. Since the band’s last release in 1991 “Loveless,” front man Kevin Shields has been hinting at the release of a new album for over two decades, making the next MBV album the indie music equivalent of “Chinese Democracy.” But there it was, on the front page of Facebook, a promise that a new MBV album would be running through millions of ear buds and speakers within only hours.
And when the band actually went through on their word and released the album independently on their own website? Well, the fallout from the impact was instant. With so many rabid fans bombarding their website, many spent the majority of the night facing one 404 message after another, relaying the message that the website had crashed instantaneously.