Leave it to Brand New to do something unusual. The band dropped their fifth studio album completely out of left field, without any sort of announcement. Pre-orders went live in the middle of August and the album began streaming two days later. The band that seems to purposely shroud themselves in mystery for the sake of confusing, misleading and agitating their fan base added new chapters to their already infamous book with the release of Science Fiction.
As is typical with anything Brand New related, people went nuts when word spread about the new album being released. People snatched up the pre-order for the vinyl version of Science Fiction without hesitation. To the point where it sold out within a matter of minutes, only to be restocked and sell out again in nearly the same amount of time. That shouldn’t be surprising to anyone at this point; pre-orders routinely sell out in minutes these days. What is insane about this particular pre-order, regardless of it being a Brand New album, is that people literally blindly threw money at them.
This wasn’t your typical $20 or even $25 record. Science Fiction cost $45 before shipping. And many people said their total came out to over $50 when all was said and done. There were no details regarding this release either; no pressing info, no release date/ship date, no title… not even cover art. The only imagery associated with the pre-order was a white square with black text saying “Brand New Fifth Album Vinyl / Very Limited. Ships in October.” See photo below, it was saved directly from the pre-order page. The download link given to those who pre-ordered also said release of June 5th, with nothing available to download. Yet another hilarious touch by the band.
Due to all the excitement once word spread about the pre-order, the website for Brand New’s label, Procrastinate Music Traitors! (PMT), pretty much shit the bed. The site was extremely slow within the first 10 minutes, and wouldn’t even load after about 30 minutes. But again, this didn’t deter people from pre-ordering. It was a hailstorm of angry comments all over the internet. Message boards, social media and reddit all bore the brunt of disgruntled, desperate and amused Brand New fans, along with trolls because it was a feeding frenzy for them. The trolling was intense with this record in the first few weeks. Yes, that is how long it lasted.
I loved how one particular message board complained incessantly about how “typical Brand New” this was, and how they seemed to purposely be as vague as possible with this pre-order and provide little to no info about it; yet they essentially trolled themselves by posting nonsense, making it next to impossible for anyone interested, or not in the know at the time, to find any sort of useful information. The same handful of idiots on that message board cluttered up the thread for this record so much that it ballooned out to 12 pages in one day, with 9 of those pages being what they felt was clever, insightful and/or hilarious conversation when in fact it was all complete BS that wastes everyone’s time. Especially anyone looking for real information. Sad, because this message board never used to be like this. It was a great resource 7-8 years ago.
The trolling only got worse when people who pre-ordered the “Very Limited” $45 vinyl option, started receiving unexpected packages from PMT, with the contents being a limited to 500 CD copy of the new album. This CD is only one track, making it tougher to rip and spread on the internet. It came packaged in… you guessed it, a paper bag! All copies are numbered out of 500, which unfortunately is the only way to legitimately know how many copies of the CD were made due to not just trolling, but people who routinely spread incorrect information based purely of speculation or some other means that can’t be corroborated let alone confirmed. The label shipped all 500 CDs via one-day priority mail.
Eventually variants started being announced for Science Fiction, which again, led to chaos. In all three variants were completely confirmed, with a fourth being available but with no concrete info about it, and a speculated fifth in the “very limited,” which was just discussed. The first variant announced was oddly an Australian exclusive, which is on white vinyl limited to an unknown amount, but has the standard “indefinite pressing quantity” statement in the details of the variant. This Australian variant was being sold by Artist First, and cost $2 more than the “standard” variant (assumed to be black) from the same vendor. I say assumed because you can never assume anything when it comes to Brand New, despite the mock up for the “standard” variant depicting black vinyl. Somehow there are no pictures of a black variant anywhere online. The Australian variant cost 45 Australian Dollars, before shipping.
Next up was an indie store variant, which is on red/blue vinyl (which matches the jacket and skirt of the girls on the cover), limited to a whopping 5,000 copies. But that rather large number didn’t stop people from going nuts trying to track down a copy. With people paying over $100 for the indie store exclusive variant on ebay after stores started cutting off pre-orders for it. Keep in mind it cost $28 (before shipping) from pretty much every store. The mock ups for the indie store variant had the records being transparent, but they’re actually marbled. The first record is on red, and the second record is on blue. The blue is a light blue; not quite a sky blue or baby blue, somewhere darker than sky blue. It’s a rather unique blue. All copies of the indie store variant have a hype sticker that indicates color. What may be the “standard” black vinyl has a hype sticker that does not indicate color.
I will say I didn’t bother with any of this hype, for any of the variants. I anticipated my local store getting plenty of copies in, and they did, and I was able to easily buy a copy on release day; October 20, 2017. My store was even one of the stores to do online pre-orders that brought so much traffic to their web site it basically shut it down. I even got $10 off as my store has a loyalty program, where you get $10 off for every $200 you spend, which can accumulate over time; it doesn’t have to be all in one purchase.
So I had zero stress and aggravation getting a copy of this record, and I got it for pretty cheap all things considered because I don’t see theses ever going on sale to the point where I’ll save $10 on it or the equivalent price I wound up paying. With the “indefinite pressing quantity” pinned to this release by the label, they will just keep pressing more to meet demand. The “I Am A Nightmare” 12”, “Mene” 7” and the demos 10” they released a few years ago hasn’t ever gone on sale, anywhere, nor have they gone out of print.
The last variant announced was an Urban Outfitters (UO) exclusive, on clear vinyl limited to 5,000 copies. The UP variant also cost $28 before shipping and/or tax. By this point lots of people were worn out, either financially or mentally, maybe even both. Nobody went nuts of the UO variant. It never sold out. But after release day people who pre-ordered said their orders haven’t shipped. UO still hasn’t learned how to deal with pre-orders/highly anticipated releases effectively in terms of shipping orders. Not that they ship online orders in a timely manner to being with.
All copies of Science Fiction come in a gatefold jacket, which is very thick. Probably one of the thicker jackets in my collection, gatefold or not. There are nice elements of gold foil stamping inside the gatefold jacket and on the back of the jacket where the track listing is printed. Each record in the double LP set comes in a printed dust sleeve, but these are somewhat thin paper and can suffer seam splits rather easily. One of the sleeves of the copy I bought in person from a brick & mortar store had a seam split along with side. Also included is a huge double-sided fold out poster. There is a download card through Bandcamp, so you can choose any format of mp3s you want, which is nice. The artwork on the download card is random and really doesn’t make much sense in regards to the album. If you order directly from the label you will get PMT release stickers, which they typically send out with all orders. In the case of Science Fiction, it’s catalog number 009, so the sticker will reflect that.
One important note with the record is that all copies come in sealed, but they’re placed inside a poly sleeve. This poly sleeve is where the hype stickers are located. There are two hype stickers; one is a small pink circle PMT release sticker and the other advertises this specific release. It says the band’s name and the album title, and for the indie variant, says “red/blue vinyl, limited.” There are no stickers affixed to the jacket itself, nor the shrink wrap directly on the jacket.
As of posting this the only variants released/shipped are the indie store exclusive, UO exclusive and the “standard” variant. Not sure about the Australian exclusive, I haven’t even seen pics of it yet. For all the fuss made over the potential “very limited” variant, it has not shipped yet. The label refuses to give a release date for it, and the answer they give anyone who asks about it is “it’s still a pre-order item.” Personallly, I find it hilarious that people who blindly spent over $50 on something still don’t have it, when people like me, who didn’t partake in any of the pre-ordering nonsense, already have a copy in hand; for less than half the price of the “very limited” variant, if that even exists at all. It wouldn’t surprise me if Brand New pulls another fast one on their fans and the “very limited” variant is exactly the same as the rest of the variants, just on a different color. And the extra money charged for it was to cover the CD sent to people and the one day shipping costs.
** Edit/Addition posted 12/16/17** I mentioned above that the when pre-orders for the “Very Limited” variant sold exclusively through the PMT web store went live, there was literally zero information about what it was. Well, in earl-mid December 2017 the label started shipping them, and let’s just say it was pathetic. First off, the “very limited” variant does not even come in an actual jacket; it comes in thin paper envelope packaging with the cover art glued to the front of it and has the back open. So it’s not even sealed. This packaging has cryptic text on it that lots of people are likely reading too much into. People are speculating that there are bonus tracks on the record that are only unearthed if you play the record as different speeds. Some speculate that those who bought the “very limited” variant will gain access to yet to be be released songs.
Also included is a booklet of random nonsense, probably a part of their infamous Pogolith series of booklets that band started releasing as lyric books for various albums. It comes with the same foldout poster that is included with the traditional variants that come in an actual jacket, but it’s in black and white instead of color. There is an exclusive slip mat that was included with all copies too as well as get this; a traditional letter envelope with dried rose pedals in it. Probably the most random and pointless thing to ever be included with the release of any music
On top of that stuff, the “very limited” variant has exclusive center labels and dust sleeves, which are nothing special really. The ones that come with the traditional variants are actually much nicer and more elaborate. One side of the center labels on the “very limited” variant are literally blank, and the dust sleeves, while printed on card stock instead of thinner paper, have little artwork/imagery printed on them compared to the ones that come with the traditional variants.