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.