Black Keys Announce New Album 'Turn Blue' Via Mike Tyson's Twitter

Danny Clinch

The Black Keys

The new album drops May 13 with a new single coming Monday

Today the Black Keys introduced the music industry to a fresh new viral marketing concept -- announcing a new album via the Twitter account of a retired boxer. The news came from an oddball video Mike Tyson tweeted out, which ended with the screenshot below:

The Keys' eighth album will apparently be called "Turn Blue" and will drop May 13. Previously, Revolt reported the duo's latest single, "Fever," will drop Monday, March 24.

Tyson has a lot more followers than the Black Keys (4.15 million to 608 thousand) so logistically, the decision makes sense. The tweet (pictured below), was rather inconspicuous, so much of the research was left up to the fans.

The Black Keys last album was 2011's "El Camino," which produced the hit singles "Gold on the Ceiling" and "Lonely Boy," both of which hit No. 1 on Alternative Songs. They also won  Grammys for Best Rock Performance and Best Rock Song. "Turn Blue" has a great foundation for success, but the pressure will be on frontman Dan Auerbach and drummer Patrick Carney to keep the hits coming.

Auerbach won a Grammy for Producer of the Year (Non-Classical) in 2013. He's been helping produce Lana Del Rey's forthcoming album "Ultraviolence," while Carney has lately produced for bands like Tennis and the Black Lips.

The Keys will play Alabama's Hangout Music Fest (May 16-18) before heading out on a June/July tour throughout Europe. Their complete tour dates are on their official site.

Watch the video from the album announcement video below: