Wow, where to begin? It started with a mention about the Electric Eye download on the coldplaying.com blog on Sunday, which was picked up and reported on by TwentyFourBit on Monday afternoon. Today, the story spread across internet music news agencies like a plague, with articles from NME, Q, guardian.co.uk, BBC Newsbeat, SpinnerUK and many others.

magnef.us have a complete round-up of all the Electric Eye media articles that includes reports from Scandinavia, Italy, Germany and further afield.

Apparatjik themselves and their web team, Aspire have retweeted several of the higher profile articles, which in turn have been retweeted by fans too, further increasing the publicity.

Most of the articles emphasise the deliberately cryptic and confusing nature of the band's website, apparatjik.com and several reports also speculate about who is providing the lead vocals on this new track and focus on the band's apparent lack of an obvious frontman.

One of the more inventive and original reports comes from Flavorwire, here's a snippet...

"Apparently, however, die-hard fans have been trying to work out some sort of connecting link since September, and the group recently rewarded the 30 nerds with the best theories with a totally exclusive track, entitled “Eagle Eye.” One of those fans has shared a sample with the class, but we say it’s not enough to judge."

This 'nerd' would like to geekily point out that the track is called Electric Eye though, not Eagle Eye. Proper nerds like to get the facts right. And proper Apparatjik-nerds can feel proud that their promotional efforts got the band noticed by the press!