Bear in Heaven will tour the United States in 2012.

Bear in Heaven will tour the United States in 2012 – that’s the normal part. But they’ve taken a little bit of an unusual approach to promoting their latest album, I LOVE YOU, IT’S COOL, to be released on April 3rd, 2012. As a tongue-in-cheek response to the drawn-out promotional cycles and other marketing ploys that have become so common in the music industry, they’ll be streaming their album in advance of the April 3rd release date – exactly once.

Yep – a 400,000% slowed-down version of I LOVE YOU, IT’S COOL is currently streaming on their official website. They pressed play this morning, and the album will see completion on the midnight before  the April 3rd release date. The obvious joke here is that BiH can claim to have streamed their album earlier and for longer than any other band in the industry, even though that material is presented in a laughably unrecognizable form (it sounds like TV static – I didn’t stay long). It’s an interesting commentary on how people’s tiny attention spans necessitates prolonged hype cycles for an artist to remain in the public eye.

Touring is the more traditional approach to staying in the public eye, and yep, they’re planning that too. Check out Bear in Heaven’s 2012 tour dates below:

3/28/12 – Andy Warhol Museum – Pittsburgh, PA
3/29/12 – The Bishop – Bloomington, IN
3/30/12 – The Basement – Columbus, OH
3/31/12 – MOTR Pub – Cincinnati, OH
4/01/12 – The Luminary Center for the Arts – St. Louis, MO
4/04/12 – Casbah – San Diego, CA
4/05/12 – The Echo – Los Angeles, CA
4/08/12 – The Independent – San Francisco, CA
4/12/12 – Mississippi Studios – Portland, OR
4/13/12 – The Crocodile – Seattle, WA
4/14/12 – The Biltmore Cabaret – Vancouver, BC
4/17/12 – 7th Street Entry – Minneapolis, MN
4/18/12 – Schubas – Chicago, IL
4/20/12 – Zanzabar – Louisville, KY
4/21/12 – Exit/In – Nashville, TN
4/22/12 – Hi-Tone Cafe – Memphis, TN
4/24/12 – The Parish – Austin, TX
4/25/12 – Fitzgerald’s – Houston, TX
4/26/12 – The Bottletree – Birmingham, AL
4/27/12 – The Earl – Atlanta, GA
4/28/12 – Grey Eagle – Asheville, NC
4/29/12 – Kings Barcade – Raleigh, NC
5/01/12 – Black Cat Backstage – Washington, DC
5/02/12 – First Unitarian Church – Philadelphia, PA
5/03/12 – Brighton Music Hall – Allston, MA
5/04/12 – La Sala Rossa – Montreal, QC
5/05/12 – The Garrison – Toronto, ON
5/06/12 – The Haunt – Ithaca, NY
5/08/12 – Bowery Ballroom – New York, NY
5/09/12 – Music Hall of Williamsburg – Brooklyn, NY

Tickets go on sale this Friday, December 12th. Below, watch the video for “Deafening Love,” a cut from their last effort, Beast Rest Forth Mouth.