In the first ad we can hear Nile Rogers' catchy guitar playing, while in the second ad we hear a very catchy snippet of the song with robotic sounding vocals.
Fans immediately took to creating remix after remix, and posting fake "full versions" of the song. But it didn't stop there. On April 12th during the Coachella Festival, a third trailer was revealed which included Pharrell Williams singing, Nile Rogers on guitar, and Daft Punk on bass and drums. The same ad was played the following night during Saturday Night Live.
With this third ad, making a fake "full song" became even easier. Some professional sites even mistook several really good fakes as a leak. Below is a fake that was mistaken as a real leak through all the hype. Clearly many were really excited and jumped the gun on covering the "leak". The original upload has since been taken down and removed, but I was able to locate it after a bit of searching.
While we had a lot of people creating fake leaks, we also had a lot of great remixes come about. These served to increase the viral hype that had been instigated.
On April 19th, we saw the release of the actual and final version of the single. Through all the viral marketing, 'Get Lucky' wound up being quite lucky. Their viral marketing campaign was very successful. It's become Spotify's most-streamed song in the U.S. and the U.K., beating out American record holder Macklemore and Lewis's "Thrift Shop."
With the release of the radio edit, the viral market didn't stop there, in fact, even more remixes, and now, covers of the song started popping up.
Even popular DJ's such as JUSTICE have gotten in on the action recently as can be seen in a small snippet of one of their live mixes.
Now, when I think of a cover, I usually picture someone attempting to recreate the song the way it was in their own style, and the following two Covers do exactly that.
According to the Wall Street Journal, "the stealth campaign to limit the group's exposure has helped make "Random Access Memories" one of the most hotly anticipated releases of 2013. By holding back from TV and concert appearances, the group and its management went against the industry-accepted wisdom that you can only hold fans' attention by plying them with nonstop appearances and regularly dispensed songs... The ultimate sign of interest and respect today is when fans and fellow musicians perform their own versions of a hit. YouTube is already awash with "Get Lucky" covers..." and remixes.
Daft Punk has even come forward themselves expressing their positive reaction to the reception of their work.
With less than 10 days left until the release of Daft Punk's new album Random Access Memories on May 21st, the Electronic Dance Music world anticipates something amazing.
-Jesse Solotoff
Really good read, i cant wait for the album!
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