MGMT album cover.
It’s an interesting stylistic choice to adopt the medium of the gif to advertise a musical work. There’s certainly no music associated with a gif (or at least, this gif; the medium is versatile). So it can’t be selling the album based on how it sounds.
No, a gif in this vein would ideally say something about the band themselves, maybe their story or their origins. At first, that seems to be what is happening, the semi-pastoral, semi-suburban Napoleon Dynamite-esque setting could suggest something about the band’s story of themselves. Flamboyant multicolored shirts and assorted cast-offs from a consignment shop, like the band’s collecting signifiers of down-home authenticity along with out-of-time kitsch. That kind of does sound like a press description of an indie band, doesn’t it?
In the end, the gif isn’t actually a new piece of art. Like most gifs, it’s derived from another thing, in this case the album art for the project it is promoting. I like the idea of an animated gif as an official promotional tool, but I wish this one would have taken another step away from traditional album-art reveal and further into the strange, complex world of giffery. But hey, you gotta sell albums, I guess.