Aphex Twin is Hyping a New EP with Mysterious Flyers

Richard D. James is using an old-school technique to promote new music

aphex twin cheetah

UPDATE 6/9: Aphex Twin’s Cheetah EP is now available for preorder (in a variety of superbly-designed formats, plus merch). The EP will be released August 7th.

Digital music innovator Richard D. James is promoting a new Cheetah EP with an old-school advertising technique: print ads. The reclusive mastermind has mailed flyers using cheeky product sales language to record stores (see below). Pitchfork reports that the flyer reads, “To assure you that your Cheetah EP will give you many years of enjoyment, please be sure to read the owner’s manual carefully before attempting to operate the Cheetah EP.”

I remember browsing Aphex Twin CDs in Kim’s Video & Music when I was twenty. A shop clerk came over to me and ominously admonished, “Richard D. James is the Bob Dylan of our generation.” The statement was both hyperbolic and absurd, but the clerk’s fervor left a mark. Listen to Syro standout XMAS EVET10 (Thanaton3 Mix) for a taste of James’ recent brilliance.

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