Pitchfork

Hey, remember when a bunch of folks from the Godspeed You! Black Emperor/A Silver Mt. Zion axis locked themselves up in a dilapidated Montreal apartment for five days straight without sleep and made the first Set Fire to Flames record? Cut off from the world, left only to their own devices? Forced to thrive under trying conditions? Sounds just a wee bit like trials faced by the beloved characters of television's "Lost", trapped as they've been on a creepy tropical island for three seasons now.

But that's hardly the only thing these parties have in common now. Not since A Silver Mt. Zion-- excuse me, Thee Silver Mt Zion Memorial Orchestra & Tra-La-La Band-- went ahead and approved the use of one of their treasured tunes in a commercial for the forthcoming fourth season of the hit ABC series (premieres January 31! OMG!).

The advert includes a bit of "Tho You Are Gone I Still Often Walk W/You" (Guess "Long March Rocket or Doomed Airliner" would have been too obvious?) off 2001's Born Into Trouble as the Sparks Fly Upward, along with the promise that the people of "Lost" will, in fact, be found this season... or will they? Fans who caught it flocked to message boards to huff and puff-- Silver Mt. Zion's Constellation Records has, after all, maintained an ardent anti-corporate ethos over the years.

But why the ire? A publicist has confirmed that the song was used with the band's permission, and the ad will likely be off the air soon enough. This is an age, after all, where Of Montreal shill steaks and Ian MacKaye has OK'd a Minor Threat hot sauce.

And hey, here's what folks ought to be getting all in a tizzy about: their favorite Memorial Orchestra & Tra-La-La Band has a new album out March 25, as previously reported. 13 Blues for Thirteen Moons descends via Constellation, and who knows, perhaps they'll funnel some of those "Lost" dollarz into a super-sweet extensive tour?