Viral Outbreak: Arcade Fire Hipster Attack

Posted 2/17/2011 at 3:00 pm by Adam Tod Brown

We spent a little time discussing Justin Bieber’s epic Grammy upset earlier today, but he wasn’t the only artist involved in an award show shocker that night. In a win that nobody saw coming, Canada-based indie band Arcade Fire walked away with the biggest prize of the night for Album of the Year.

They aren’t quite as obscure as Esperanza Spalding, but plenty of people still have no idea who they are. Hell, thanks to Barbara Streisand’s mishandling of the announcement, a lot of people still think the band’s name is The Suburbs.

If you’re one of those people, don’t let your lack of knowledge escape your careless mouth while in the vicinity of a roving pack of hipsters. If you do, the above video clearly demonstrates what will likely happen next.

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Arcade Fire's Album Of The Year Grammy Stuns Publicist

As the week draws to a close, many still can't believe Arcade Fire managed to trump Eminem and Lady Gaga to win Album of the Year at Sunday's Grammy Awards.

And if you're one of those who are still coming to grips with the upset, well, you're not alone. Turns out, even the band's publicist can't believe it. In fact, on Grammy night, she had made peace with the fact that Arcade Fire seemed destined to go home empty-handed.

In a new Billboard.biz story, Merge Records' publicist Christina Rentz writes that, after watching her band go 0-for-2 during the Grammys' pre-telecast awards (they lost both Best Alternative Album and Best Rock Performance by a Duo or Group With Vocals to the Black Keys), she was resigned to the belief that the band would lose Album of the Year, too. In fact, she thought Eminem had it sewn up.

"The production value was amazing, and it was incredibly exciting to be in the room. When Eminem came onstage and blew the roof off the place, I thought we were sunk for sure," Rentz wrote. "But Jamie [Beck, Merge's retail director] had been saying all weekend that we were going to win. She gave me very good reasons why, but I still didn't think it was possible. As the night wore on, she persisted in her certainty, but it wasn't until Eminem won Best Rap Album that I felt the familiar sweaty palms again."

When Album of the Year was announced, her feelings of nervousness quickly changed to jubilation — much to the consternation of those seated around her.

"Barbra [Streisand] announced the Album of the Year: 'And the Grammy goes to ... The S-S-S-S-Suburbs? We began screaming and jumping as our section emptied out with people muttering under their breath, 'Who is Arcade Fire?' " she wrote. "The band accepted the award then immediately set up for their second song, with Win [Butler, the band's lead vocalist and songwriter] putting his Grammy on top of an amp so he could pick up his guitar ... my favorite moment of the evening!

"They could not stop smiling and neither could we. Together, we had accomplished something pretty incredible and hopefully inspired musicians everywhere not to compromise when it is important."

And afterwards, having bested Eminem for the night's biggest award, Rentz and Beck did what any newly minted Grammy winner would do: They partied hard. In their own way, of course.

"We then phoned our label manager Stacy 'Spott' Philpott and said, 'Holy crap, what do we do now?' " she wrote. "I still don't fully know the answer, but at the time, it seemed like the best thing we could do was to get in our red Mustang, throw the top down, drive to the after-party to hug our friends in Arcade Fire, high-five their manager Scott Rodger and then get back to work on Tuesday, the release date for two new albums from Telekinesis and East River Pipe."

Were you surprised by Arcade Fire's win? Tell us in the comments!


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Arcade Fire Take Home Album Of The Year Grammy

Who says the Grammys reward nothing but pop music?

Critical darlings Arcade Fire nabbed the top prize for Album of the Year at the 53rd annual Grammy Awards on Sunday night. The Canadian indie rock group's The Suburbs bested major label albums from megastars Eminem, Katy Perry and Lady Gaga, whose media campaigns were as relentless as their radio hits were ubiquitous. The category was rounded out by Lady Antebellum, huge stars in the world of country and multiple Grammy nominees in their own right.

Check out photos of Arcade Fire's performance and more!

Arcade Fire's Album of the Year win was something of an upset, although MTV News' own James Montgomery did sort of call it for them. The band's Grammy heat was part of a wave that showed how much traction indie releases have gained with Grammy voters in recent years.

The Suburbs was released by Merge Records, the independent label based in Durham, North Carolina, that has been home to underground acts like Lou Barlow, The Clientele, Superchunk and Neutral Milk Hotel. In addition to performing, Arcade Fire were up for three Grammys this year.

On Sunday night in Los Angeles, groups like Mumford & Sons, Florence and the Machine, Black Keys, Vampire Weekend, Band of Horses and Broken Bells all joined Arcade Fire in battle with more mainstream nominees like Justin Bieber and Eminem. The Suburbs has sold roughly 400,000 copies, making it a smash for an indie label, particularly in the age of downloading.

Arcade Fire's Funeral (2005) and Neon Bible (2008) were both nominated for Best Alternative Music Album. The Montreal, Canada-based multi-instrumental band is led by husband-and-wife team Win Butler and Régine Chassagne. They are beloved by everyone from Bruce Springsteen to Rolling Stone.

For Grammy Awards winners list, analysis, interviews, fashion and more, stick with MTV News during the big show and beyond.


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Arcade Fire Rock Out For Grammy Finale Performances

Just two days after their anti-Grammy party in Los Angeles, the Arcade Fire shifted gears and played for a worldwide audience on the Grammy stage on Sunday night (February 13).

Check out photos of Arcade Fire's performance and more!

The indie darlings not only performed twice during the ceremony, they also walked away with the Album of the Year award for their sweeping chart-topper The Suburbs. "Forgetting Sarah Marshall" star Jason Segel introduced the Montreal natives, who were making their first-ever Grammy appearance. They kicked things off with their raucous, rolling "Month of May."

The eight-member group, led by lead singer Win Butler, welcomed a gaggle of BMX riders — some sporting POV cameras to capture the broadcast for fans — to the Grammy stage, which was then transformed into something of a rock-and-roll skate park.

The Arcade Fire gave a loud, but not overly flashy performance that was a fitting end to an evening chock-full of big numbers. But as it turned out, the song was a precursor to an even bigger moment. Minutes after the band's performance of the arena-ready "Month of May," Kris Kristofferson and Barbra Streisand appeared onstage to announce the evening's final and most prestigious award: Album of the Year.

Besting mainstream acts Eminem, Lady Antebellum, Lady Gaga and Katy Perry, a visibly stunned Arcade Fire emerged from backstage to accept the award, pulling off one of the evening's biggest upsets.

"What the hell!" an amazed Butler said. Apparently the singer's excitement got the best of him, as he was bleeped presumably for using strong language later on in his acceptance speech.

The newly anointed Grammy winner thanked the crowd and announced, "We're going to go play another song, 'cause we like music!" A man of his word, Butler and his musical ensemble immediately took to their bevy of instruments — Butler placed their Grammy on one of the amps — and played again. Finally, Butler thanked his parents and told the Grammy audience they could exit to the next tune as they began the toe-tapping, head-bobbing Suburbs single "Ready to Start."

In spite of his instructions to the crowd, the attendees seemed happy to stick around for the infectious number.

What did you think of the Arcade Fire's Grammy performances? Tell us in the comments!

For Grammy Awards winners list, analysis, interviews, fashion and more, stick with MTV News during the big show and beyond.


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