Major League Baseball Celebrates Arcade Fire’s “Reflektor” with Its Own Segment
As we all know by now, several weeks of teases, hints and rumors surrounding Arcade Fire’s new material finally culminated in the release of the band’s latest single “Reflektor” on Sept. 9. The band’s 9/9/9 Campaign, as it has been unofficially named, now has an official partner in the MLB Network, which has been given permission to use the new track as part of the baseball channel’s own promotional materials.
MLB Network premiered a new video segment that pays tribute to the number nine, “a number that’s been at the heart of the game from its origins.” The number nine is quite symbolic in baseball. From the nine fielders and batters, nine innings in a standard game, to the iconic figures who have worn the number on their backs, the number is representation to the sport’s unique character among North American sports. MLB Network’s video really only uses Arcade Fire’s song as backing music, but the segment does sneak in a couple stills of the band’s circular Reflektor logo. Arcade Fire have already shown to be sports fans; they participated in POP Montreal’s “Pop vs. Jock” charity basketball game last year.
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