Jack White is many things-talented, a pioneer, creative, one of the greatest guitar players to come along in quite some time, and last but certainly not least, unique. He's the type of guy that leaves an impression, and don’t just take my word for it, just ask one of the few lucky people who received his latest single "Freedom at 21".
From his soon-to-be-released debut solo album, Blunderbuss, the latest Jack White single was given to fans in the most unique and innovative way possible. Jack had the single “attached to helium balloons and launched from his Third Man Record headquarters in Nashville on April 1st, 2012.” This was not an April Fool’s day prank, either.
Third Man Records states that the release 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, the label was sure to use biodegradable latex balloons and all-natural twine in the process. Accompanying the balloons were custom postcards with instructions for the finders to submit photos, discovery location and the date on which the record was found, all of which will be viewable on the map below.”
“Holy balloons, Batman.” Not only is this a unique way to market an album that I seriously doubt needs any publicity stunt to create buzz about, but all of Jack White’s diehard fans will be foaming at the mouth to get their hands on this rare and limited edition single. For more information about the launch, and to see whether or not your town was lucky enough to have those balloons fall into, check out the Third Man Records website.
Regardless of Third Man Records estimates that only a hundred balloons will be discovered out of a thousand, the buzz around Blunderbuss, dropping in stores April 24th, could not be any bigger...
-Will Fisher, The Showbiz Kids
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