Avalanches new – Misryoum reports on the Avalanches’ hints of a new album and the fictional Takumi campaign blending nostalgia, ads, and clues.
A new Avalanches album feels less like a rumor and more like an art project unfolding in public.
Misryoum has been tracking the band’s latest breadcrumbs. which circle back to the earliest signals: not long after their 2020 record. they began nudging fans with the idea of “Album #4” and a “Planet Earth” check-in.. Then, in 2023, the tone shifted from plain scheduling to speculation, with a question aimed at imagining what comes next.. Since then. the teasers have grown more specific. suggesting this isn’t just a creative pause. but a deliberate rollout with storytelling baked in.
What’s most striking is how the hints keep widening the frame beyond music alone. The band’s nostalgia isn’t only about sound; it’s about how memories are packaged, archived, and marketed.
Last fall. the campaign started to feel more tangible. with posts that pointed toward hardware and storage. before a refreshed logo appeared after a social media wipe.. More recently. the Avalanches have leaned into a fictional company called Takumi. complete with an animated ad that has been promoted across major streaming platforms and social channels.. Even the visuals carry a knowing wink: a purple cat. a broomstick. and a whole retro-futurist universe that looks like it belongs to another era’s advertising playbook.
Takumi. in this world. “stores” memories. and Misryoum notes that the posts frame it like a data centre for people’s past moments. especially the kind tied to old commercials.. The campaign leans into faux corporate language while surrounding it with imagery of CDs. cassettes. floppy disks. VHS tapes. and USB drives. turning the mundane artifacts of media history into potential songwriting prompts.. A website filled with vintage-style magazine covers and retro ads adds another layer. with prompts that read like fragments of recollection. including lines that feel poised to become lyric titles or themes.
In a culture industry that often treats “teasing” as a quick marketing beat, the Avalanches are treating it like world-building, which makes the anticipation part of the art.
Meanwhile, the musical side isn’t completely absent.. A music video for “Every Single Weekend” was shot earlier this year. though its role in any upcoming album remains unclear.. The track also carries extra context for fans. since it connects to an Avalanches-assisted interlude on Jamie xx’s latest album.. That overlap. combined with the Takumi world and its fictional beverage references. suggests the rollout could be less about a straight line and more about a network of collaborations. characters. and recurring motifs.
Misryoum’s take is simple: whether “Takumi” points directly to track titles or functions as an aesthetic envelope. it signals a band that understands nostalgia as a creative method. not just a theme.. In the meantime. every new teaser adds another piece to the puzzle of what the next chapter might sound like. and what memories it plans to archive.