Jack White Releases New Track From Upcoming Album Via Balloon

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Jack White’s Nashville-based record label, Third Man Records, has discovered distribution methods that transcend the norm. Last week for their third anniversary, the label gave away a 3rpm, or three revolutions per minute, vinyl of all the “blue series” singles.

The record is practically impossible to “hear” as it would take “333 days of 33 hours training per day for your finger, hand, and arm muscles to spin at a continuous speed of 3 rpm for X hours and X minutes.”

Now he’s making it almost impossible to find his music.

For White’s newest adventure (and what some speculate is a April Fool’s prank gone awesome), Third Man Records released a single from April 24’s Blunderbuss, “Freedom at 21,” on one thousand flexi-disc records via helium balloons.


All one thousand exclusive flexi-discs were released from the Third Man Records offices yesterday (April 1).

According to the Third Man Record site, the balloon music distribution was “envisioned as an experiment exploring non-traditional forms of record distribution and a way to get records in the hands of people who don’t visit record shops.”

balloonflexi Jack White Releases New Track From Upcoming Album Via Balloon

They also made sure to get biodegradable latex balloons, all-natural twine, and include postcards with recovery instructions so that balloon finders can submit photos and where they discovered the record.

According to statistics, there is generally only a ten percent recovery rate for similar experiments, but according to a map on Third Man Records’ website, three of those balloons have already been found.

[Source: Third Man]

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