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We Can’t Even Deal With How Much Brand New Are Toying With Us Right Now

Rock Sound
Rock Sound 21 November 2014 at 11.04


Last night, elusive alt-rockers Brand New posted the following tweet:

Pretty straightforward, right? The band have a new merch line and they wanted to plug it. They need to make money after a-

Wait, what on Earth is "Procrastinate!PoGolithEarthSOUNDALLIANCE2015?"


Shortly after that, this follow-up tweet went out:

It linked to their website, which has the words "Procrastinate! Pogolith Earth Sound Alliance 2015" scrawled across it.

So what's that all about?

2015 is a year (we know, we're nailing this)

Earth Sound Alliance ???

Procrastinate! Music Traitors is a record label that was founded by Brand New themselves a few years back.

Pogolith we're less sure about, but we do know that UpStudio recording studio posted the following photo on Instagram a couple of weeks back with the hashtag #pogolith.

UpStudio is located in New York, which is where - you guessed it - Brand New are from. Are we looking at the new Brand New album?


Information is Beautiful. (Keep an eye on your mailboxes!)

A photo posted by UP | Architecture + Design | (@theupstudio) on

Oh, and we haven't even mentioned the most absurd part yet. The word "Hype" (HYPE for goodness' sake. They know exactly what they're doing) is written in white in the top right corner of the band's new website. Click it, and you'll be taken to this video.

If you tilt your head to one side, those vocals kind of sound like Jesse Lacey. We think / hope / wish.

Is there a Brand New album called 'Pogolith' or 'Pogolith Earth Sound Alliance' coming in 2015? Or are Brand New just trolling us?

If they are, they're doing a damn good job of it.

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