I've been enjoying the new Sigur Ros record, which sounds something like a cross between Radiohead and the Chariots of Fire soundtrack. But I've been enjoying something else about this record even more. Sigur Ros, as you may know, are the ultra-hip, too-cool-to-translate-our-lyrics-into-English Icelandic band. As part of their art rock mystique, they decided not to name any of the songs on this new record, and gave the album itself the enigmatic -- and unpronounceable -- name ( ), presumably as a way of thumbing their noses at the marketing/promotional machine.
But as it happens, a couple of months before this record came out, the networking company Level 3 began running a national campaign promoting their generally pretty obscure services, and the campaign revolves around a massive 3D-rendered version of the company logo floating around real spaces -- crossing bridges, being loaded onto cargo ships, etc. And the company logo happens to be a set of parentheses!
They can't be sleeping well in Reykjavik with this development. Here Sigur Ros goes to all this trouble to give their album a name that you can't actually pronounce, just to show how far removed from the star-making apparatus they are, and before the album is even released there's a huge television campaign by a giant network communications company that looks for all intents and purposes as though it's a campaign for their album. It's like Prince changing his name to a swoosh the week that Nike introduced their logo...