Open secrecy is the new way to promote music. Rather than traditional announcements, more and more recording artists are calling on the digital world to spread the word. Justin Timberlake, for example, turned to YouTube in the reveal of what could be the first single off his new project, due out this September.
Timberlake appears in the 45-second clip but doesn't speak. Instead, he holds large cue cards placed chronologically starting with the debut dates of "Suit & Tie," The 20/20 Experience and "Mirrors." The second-to-last of the pack is a card titled "Take Back the Night," but the final card — likely holding the release date — is blurred out.
A snippet of "Take Back the Night" plays as Timberlake walks through the back door of a nightclub and onto a stage. From the sounds of it, the former boy band leader is further distancing his music from fitting into a particular box. The uptempo track parallels '80s dance hits as he croons, "Come on use me up until there's nothing left/Dizzy, spinning, sweating, you can't catch your breath."
The ad ends with the words "The 20/20 Experience Continues…"
In addition to putting out a whole new album, the Grammy winner is still promoting The 20/20 Experience, now double platinum. In June, "Tunnel Vision" was named as the third single off the album. The video was briefly banned from YouTube over its explicit content.
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