First they wiped themselves from the internet. Then they sent out cryptic leaflet to some of their fans.
Now Radiohead have dispensed of the marketing ploys and actually released the first single from their 9th album, called 'Burn The Witch'.
Directed by Chris Hopewell , the stop-motion claymation video see a woman tied to tree as other clay people perform religious rituals around her.
Musically the song seems to pick up exactly where King Of Limbs left off in 2011; sombre yet soaring, jittery yet jaunty, Thom Yorke still wailing about some unspecific ennui.
It doesn't sound like they've particularly moved on to be honest - a shame given they were once the innovators who followed OK, Computer with Kid A - but then again for many fans despairing of Music Today, that no doubt won't matter much.
But maybe take a leaf out of Bowie and Beyonce's books lads, and just drop the album without all the gimmicky preamble?