A Tangible Tease for the New Era

The Strokes have once again proven their penchant for unconventional marketing. Following their announcement earlier today that their highly anticipated seventh studio album, Reality Awaits, is slated for a summer release, the band has taken a tactile approach to building anticipation. Last week, the group invited fans to sign up for marketing text messages; now, 100 lucky responders who provided a mailing address have received a physical cassette tape containing a brand-new track titled “Going Shopping.”

Analyzing “Going Shopping”

Musically, “Going Shopping” marks a departure from the high-energy, guitar-driven anthems found on their 2021 Grammy-winning album, The New Abnormal. The track is notably laid-back and breezy, leaning into a more atmospheric soundscape. However, the song is not without its signature Strokes edge. As the track reaches its conclusion, the mood shifts into a mild, chaotic ruckus, punctuated by Julian Casablancas delivering the final, pointed line: “If you’re better than me/ Then you don’t have to judge me.” True to his recent stylistic choices, Casablancas utilizes heavy Auto-Tune, further polarizing the band’s fanbase.

Live Performances and Upcoming Appearances

The band remains in the midst of a busy touring schedule. They are currently performing the second of two shows in San Francisco and are set to make a highly anticipated return to the Coachella stage this weekend, marking their first appearance at the festival in 15 years.

Listen to a rip of “Going Shopping” below.