As part of the promotional rollout for their ninth studio album, A Moon Shaped Pool, Radiohead launched a contest where fans could create short films to accompany a special minute long remix of the song “Daydreaming.” After spending three months sorting through a raft of entries, Pitchfork reported on Sept. 12 that the band has chosen a winner; a hypnotic vignette produced by Affinita, the moniker of visual artist Tim Urlacher. Radiohead lead singer Thom Yorke was so impressed with the clip, he took to Twitter to let his near 1 million followers know he considers it to be “extraordinary!”
The short film contest was only one aspect of A Moon Shaped Pool’s unusual advertising campaign. The record's existence wasn’t revealed until a week before its May 2016 debut. The band also made a point of not touring or conducting any promotional interviews ahead of its release. And instead of slowly releasing a series of music videos over the course of the year, Radiohead instead chose to put out a series of video vignettes made by notable filmmakers such as Paul Thomas Anderson and Ben Wheatley mere days after A Moon Shaped Pool’s launch. Although the band's marketing strategy was unusual, it did pay significant dividends as the album went gold in the United Kingdom in June 2016.