Most artists use social media as a way to give fans a behind-the-scenes look into their worlds, but Archy Marshall (who performs as King Krule) would much rather keep things analog. In fact, this South London musician only created his Instagram account about a week ago—it now boasts 13,000 followers—for the sole purpose of promoting his new multidisciplinary project, A New Place 2 Drown, out today.
This three-part work includes a book, an album, and a short film, created in collaboration with his brother Jack. Although the redheaded siblings have worked together on music-meets-art endeavors before, including last year's Inner City Ooz exhibition in London, ANP2D takes a decidedly different approach. The 208-page book incorporates film photos, original illustrations, and scrawled-out poetry, making it feel like a mash-up between your high school diary and a beautiful graphic design book. Then there's the 12-song accompanying album, an electro-heavy soundtrack rooted in Marshall's trademark baritone vocals. Finally, the short film by London director Will Robson Scott loops the entire work together by weaving old photographs, interviews, and visuals for an intimate peek into the brothers' creative process. And, unlike an Instagram picture or Twitter shout-out, this is one form of fan interaction that will last forever.