Vampire Weekend — the band of preppy clothing and Afro-Pop — made people turn to old media so they could release their album title in a positively viral way. This morning the band tweeted: 

NYT classifieds...

— Vampire Weekend (@vampireweekend) February 4, 2013

And, sure enough, Pitchfork went ahead and found the ad in the "Notices & Lost and Found" section of today's New York Times: 

Note the entry for "Modern Vampires of the City." Just an hour after that original tweet the band shared a link to their website which has the album art anda new track listing: 

Modern Vampires Of The City is out May 6 / 7.vampireweekend.com

— Vampire Weekend (@vampireweekend) February 4, 2013

So how does it compare with the fake album cover music writers fell for last week? Well, it's a lot moodier, but, naturally, their signature font is still around. The album is due out in May.  

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Esther Zuckerman