Arcade Fire asking audiences to “wear formal attire or costume” is genius.

You could think this is a little stupid at first, and you’d be right, but superfans fans will eat it up. Not that these fans needed anything else to cement their fandom, but having a retention strategy is never a bad thing.

(This, of course, will also serve to make these people even more insufferable to their friends who don’t care for Arcade Fire, but nothing lost here.)

The band creates an experience. Music fans may prefer the term vibe. Marketers knows this is brand.

Vibe is important. Experiences are shared. Sharing happens in a community.