Forget social media. Coldplay is marketing its latest album through print news.
The British rock band revealed the track list for its upcoming double album, “Everyday Life,” in the classified section of the North Wales Daily Post, the Welsh newspaper reports.
The advertisement first appeared in the paper’s Wednesday edition alongside ads for a “fridge freezer” and a bale of hay for sale. The release date for the album is listed as Nov. 22.
The forthcoming project will be divided into two albums, “Sunrise” and “Sunset.” The song titles for “Sunrise” listed in the ad are “Sunrise,” “Church,” “Trouble in Town,” “BrokEn,” “Daddy,” “WOTW/POTP,” “Arabesque” and “When I Need a Friend.” The track list for “Sunset” is “Guns,” “Orphans,” “Èkó,” “Cry Cry Cry,” “Old Friends,” “بنی آدم,” “Champion of the World” and “Everyday Life.” Vulture reports the Arabic song title, transcribed as bani adam, means “children of Adam” or “mankind.”
The North Wales Daily Post reported the band likely selected the newspaper because lead guitarist Jonny Buckland grew up nearby. The group also tweeted nostalgia for the Welsh paper, with a message from Buckland on Twitter: “I once had a holiday job at the Daily Post, placing photos of houses for sale. I wasn’t very good at it. JB.”
Coldplay also took out ads in other newspapers around the world, Vulture reports, including the Sydney Morning Herald in Australia.
The Chris Martin-fronted band has been taking a very peculiar approach to marketing this album, its first since 2015’s “A Head Full of Dreams.” Along with the newspaper ads, posters of its “experimental” album have been popping up in cities like Berlin, Hong Kong, Madrid, Munich and Sydney, NME reports.
The group also revealed new music was coming in a letter to a fan earlier this week. According to the BBC, Coldplay sent a typewritten letter to a fan that gave details about the album.
“For the last 100 years or thereabouts we have been working on a thing called Everyday Life,” the band wrote in the letter, signed by all four members. Coldplay later posted the letter to its official Instagram account.
Martin told BBC Radio 1 the inspiration for the album is “all about just being human,” including the highs and lows that come with life.
“Every day is great and every day is terrible . . . It just feels kind of free. There’s so much life bursting out on the planet,” he said, per NME. “[The album] is our reaction to the perceived negativity that’s everywhere. And there is a lot of trouble, but there’s also so much positivity and so much great life happening. So in a way, it’s just trying to make sense of things, saying what we feel and what we see.”