British musical giants Coldplay have chosen the Otago Daily Times of all the world's media outlets to reveal lyrics to their new album.
Readers would have noticed 15 cryptic advertisements in today's newspaper including lyrics such as "Lord when I'm broken and I'm in need, feel that ocean swallowing me''.
Many of the advertisements outline the accompanying chords for the songs.
Coldplay revealed to their 23.7 million Twitter fans yesterday afternoon that anyone in the "Dunedin area of New Zealand'' could find the lyrics to all the songs from their upcoming album in today's edition of the ODT.
"The album Everyday Life will be released on Friday".
A Warner Music NZ spokeswoman said the ODT was the only newspaper in the world to feature the lyrics to the 15 songs.
The newspaper was also one of a few internationally to feature the album's track listing on October 24th, "spotted by eagle-eyed fans in their classified section'', she said.
"Coldplay have not announced any future tour plans to New Zealand as yet, but we'll let you know if anything changes.''
Questions about why the paper was chosen above any other in the world were referred to Warner Music's United Kingdom office, which could not respond today.
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I wonder if it's to do with the fact that Chris Martin is familiar with Dunedin because he spent some time here when he was first going out with Gwyneth Paltrow. It was when she was filming the Sylvia Plath film ("Sylvia") with Daniel Craig. Filming took place in and around Dunedin between October 2002 and February 2003.
Yes they absolutely loved Dunedin and felt able to roam around freely. They frequented our Bar Pequeno under the Savoy in Moray Place and asked to have a farewell party in January 2003.
That evening was amazing with Chris and Daniel jamming all night and making fun of Gwyneth and the crew.
It was clear that Gwyneth and Chris were besotted.