These days, it can get pretty tough to promote your personal brand. Everybody’s on Twitter, so telling people to follow you there makes you no better than McDonald’s or whatever. Aphex Twin—the stage name of electronic musician Richard D. James—seems to have adopted another company’s strategy to promote himself: a blimp. As reported by NME, a blimp sporting the Aphex Twin logo and the numbers “2014” was spotted floating over London earlier this weekend. James hasn’t released a proper studio album since 2001’s Drukqs, so the obvious guess here is that this is some kind of bizarre means of announcing that he’s releasing new music this year. This is Aphex Twin we’re talking about, though, so we really have no idea what’s going on.

In fact, we don’t even know if James is behind this. It could just as easily have been one of those famously wealthy Aphex Twin fans that can afford to pay $46,000 for his albums. When you’ve already got that much money to throw around, slapping a logo on a big balloon and flying it around a major city is a good way to keep proving you’re the best fan in the world. So Aphex Twin is either releasing a new album soon—and this blimp just announced it—or he’s not. It’s hard to say.

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Here’s a photo of the blimp posted by Twitter user Jack Cooper: