Months before Arcade Fire’s new album came out, I learned of its existence when social media pointed me to a website with some chalked, black and white patterns spelling out “Reflektor.” The designs seemed strange and foreign, and I was intrigued about what the music might sound like—not because I knew what the accompanying imagery meant, but precisely because I didn’t.
This, of course, was the intended effect. It turns out those designs were inspired by Haitian veve graffiti, used in syncretistic Vodoun practices to summon the Loa (angels or spirits, messengers to the deity). But presented out of context, to the typically unknowing fan like me, they connoted something else: mystery, exoticness, esotericism.
Reflektor itself—now released and at the top of the charts—and the rest of its marketing campaign went all-in on the Haitian tropes. During some promotional concerts the band donned Kanaval masks, coopting a symbol that holds multifaceted, complex meaning for Haitians during Carnival but that was reduced to flat shorthand for “party!” during a raucous SNL appearance. The music evokes similar stereotypes. In the song “Flashbulb Eyes,” glimmering marimbas will, for many listeners, conjure a specific idealization of the Caribbean (where Haiti is located), while singer Win Butler wails about cameras stealing souls. The band’s music used to feel interesting by virtue of its heart-on-sleeve confrontation with mortality; now, it borrows its edginess by leaning on preconceptions about a foreign region.
So with Reflektor, Arcade Fire has employed an old trick. Use seemingly “exotic” cultural elements, regardless of their original context, to grab attention; profit. It’s a model Urban Outfitters, for example, has gotten in trouble for. Many iconic white musicians, from the Beatles to Madonna, from Elvis to Eminem, have done the same, to varying levels of controversy: Most everyone agrees cultural mixing can lead to innovative art, but there are sensitive and insensitive ways to do it, ways that perpetuate inequality and ways that work against it.
At Chart Attack, native Bahamian writer Jordan Darville makes a convincing case that Reflektor’s marketing fell on the side of “insensitive”:
Discussing the album with Zane Lowe, Win Butler described the new sound as “a mashup of Studio 54 and Haitian voodoo music.” It was the beginning of Arcade Fire’s campaign focus: using appropriated visuals to contrast their maroon beginnings as loudly as possible. This method of marketing does nothing to combat – and in all likelihood reinforces – this overarching perspective of Caribbean islands being resources for awakening of white souls.