Northlane On Confusing Fans With ‘Singularity’ Campaign

Sydney band Northlane and their label UNFD came up with one of the most innovative marketing campaigns earlier in 2013 with the secretive Singularity website, setup to hype their second album.

Frontman Adrian Fitipaldes said the guys wanted to stand out from the crowd when it came to releasing the LP.

“Usually bands don't do much with their releases, just announce a date, sort of throw a release date out there and you know pre-orders are available. But we wanted to push it overboard this time I guess, so Luke thought it was a great idea, just to be different, just to stand out amongst the rest of the bands.”

Fitipaldes explained the title Singularity has taken on so much more meaning for Northlane as the creation process continued.

“I wanted it to be something beyond the human mind, beyond comprehension and something that you can't quite put your finger on. But it's sort of developed – not a second meaning – but an alternative meaning and I guess it's almost like Singularity is almost something that exists in each individual and it's just sort of the awareness and not worrying about the future too much.”

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