Daft Punk Win Grammy For “Best Marketing Campaign”

Daft Punk were thrilled this week after their much-hyped, mediocre album, Random Access Memories, was rewarded with multiple gongs at the irrelevant 56th Grammy’s Music Awards in America which ensures that the innovative producers are now embedded into mainstream consciousness and thus no longer cool to hipsters.

The electronic duo picked up five awards at the ceremony, although only four of which they won themselves, with the other award picked up after being dropped into their lap by a panicked Pharrell when he had to hide from Robin Thicke in a bid to never be associated with the shades wearing, grinning, sleaze machine ever again.

The four awards that will be gracing Daft Punk’s mantelpiece include the biggest award of the night, “Best Advertising Campaign,” which typically honours bands and artists who manage to use all of their marketability to convince an already favourably disposed mass media that their latest album, which is distinctly average, is in fact amazing.

The second big award scooped by the duo was the dimly predictable “Least Scary/Most Accessible Electronic Album” in a category that failed to even acknowledge the work this year of Daniel Avery, DJ Koze or James Holden presumably on the grounds that, while those artists have made amazing albums, they don’t have costume based gimmicks and aren’t as easily marketed to a middle class American audience with no idea of dance music.

The French duo were awarded a further two awards, one of which saw them beat out stiff competition from Kanye West for the “Biggest Helmet” category before also picking up the prestigious “Stevie Wonder Has Performed With Us So Now We’re Acceptable To The Mainstream Award,” the clip of which is expected to be click bait for gushingly earnest, middle-aged pop fans until next year’s ceremony when they’re told who else they can now approve of.

“They’ve had such a great year and their advertising campaign was easily the best of the year,” claimed one Grammys insider, “they released little hints of Get Lucky on Saturday Night Live, released teasing images of the album cover and even had self aggrandizing interviews with each of the collaborators, it was brilliant.”

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“The fact that the album turned out to be rather disappointing and tame, is a testament to how well they orchestrated their campaign of hype,” he concluded.