When you want to make an announcement in a buzz-worthy way to create more coverage and questions than the actual announcement, do what NERO did yesterday. These days, the medium that sends the message is just as important as the message itself. Everyone in the EDM community are reporting on the news (me included).
What is the news?
Well, that’s the beauty of it. We can only speculate right now that NERO is breaking up. “For the past decade you’ve stood by our side as NERO. It’s now time to tell a different story,” said their Instagram post signed by married duo and bandmembers Dan Stephens and Alana Watson, along with the words “The Night.” Clearly, it’s a new project of some sort, probably called ‘The Night.’ And it is not signed by the third member, Joe Ray.
After releasing one of my favorite singles, “Dreams,” last year, is one of my favorite electronic trios caught between two worlds (yes, pun intended)? Ray is already doing his own things these days, collaborating with EDM supergroup Pretty Pretty, which includes big names like MK, Amtrac and Meli. So now it’s Stephens and Watson’s turn, I guess.
NERO knows how to reach their target audience in a creative post that leaves their fans wanting more. The artwork in the post looks like a noir-esque movie poster for Ryan Gosling’s 2011 film, Drive – but with a new wave feeling that hopefully (please, please) reflects The Night’s sound.
Last fall, they hinted at it only being a side project. Now we wait for more developments.
Into the night.
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[Featured image via Unsplash]