Radiohead's business savvy has always erred on the side of unpredictable. The purveyors of mind-boggling, genre-bending records have gone the route of self-releasing albums since 2007's In Rainbows, letting the band's collective popularity drive sales. Now, on the cusp of dropping another new record—and the group's first since 2011's The King of Limbs—Radiohead is honing its own marketing strategy, sending some pretty weird and cryptic material straight to the front doors of fans throughout the UK.
Yesterday, reports emerged that the band sent leaflets bearing the message: "Sing a song of sixpence that goes/Burn the Witch/We know where you live," to fans who had previously pre-ordered albums from Radiohead's website.
Here's what the letter looked like. Pitchfork notes that it was quickly posted all over Twitter and Reddit by intrigued fans, prompting speculation that Radiohead's new album will in fact be called Burn the Witch.
Whatever Thom Yorke and company are getting at, it's clear that Radiohead enjoys pulling the media's strings and stoking the rumor-mill just for kicks. Over the last few months, the group registered two separate business domains—Dawn Chorus LLP and DawnnChoruss Ltd—making yet another opaque suggestion that a new record is on its way. And in a more straightforward bit of news, the group's manager earlier this month confirmed that a new Radiohead album is slated for June. Consider this weird mailing the first sign of that announcement coming to fruition.