Arcade Fire singer on 'fake news' prank: I understand why Trump won now

The lead singer of Canadian band Arcade Fire on Thursday said the band created a phony marketing campaign in the lead-up to the release of its latest album in order to understand how "fake news" played a role in President TrumpDonald John TrumpHouse Democrat slams Donald Trump Jr. for ‘serious case of amnesia’ after testimony Skier Lindsey Vonn: I don’t want to represent Trump at Olympics Poll: 4 in 10 Republicans think senior Trump advisers had improper dealings with Russia MORE's victory. 

“We just wanted to see where fake news articles about the band would go,” Win Butler said in an interview with Vulture. 

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“The media is built for clicks now, and we were trying to see first-hand how it all works. I feel like I now understand on a much deeper level why Trump got elected. Negativity is what travels," he said. 

“A big question for us was ‘How do you release a record post–Donald Trump?’ Since we were making a record called ‘Everything Now,' and it would be coming out after that election, it felt like a real moment to try and address subjects like fake news and how the media works," he said. 

Butler's comments are in response to a series of fake news stories planted in order to draw attention to the group before the release of its new album. 

The stories included sending a list of demands from their fake corporation, also dubbed "Everything Now," ahead of an appearance on "The Late Show with Stephen Colbert."

 

The issue of "fake news" played a consequential role in the U.S. election after a slew of fraudulent stories, many believed to have originated from eastern Europe and Russia, emerged online.