Jack White gets the big picture when it comes to music and promoting his ideas. Rather than just sit in idle and wait for fans to find out what he is up to next, he brings the action to them. His unorthodox approach in releasing flexi discs attached to balloons is creative and down right awesome. The biggest thing he is making fans do is to seek out the flexi discs and go on the hunt to find them. Most of all he is challenging the norm when it comes to ways to get his music to the masses, bravo!
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| Jack White's, Third Man Records releasing flexi disc vinyl record by balloon |
Three weeks prior to the April 24 release of his debut album Blunderbuss (Third Man Records/Columbia), Third Man Records has premiered the as yet unreleased Jack White album track "Freedom at 21" exclusively via 1000 flexi-disc records attached to helium balloons launched from the label headquarters in Nashville on April 1st, 2012.
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| Jack White's, Third Man Records releasing flexi disc vinyl record by balloon |
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| Jack White's, Third Man Records employees inflating balloons with attached flexi disc vinyl record |
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.
Statistics for similar balloon launches show a recovery rate of approximately 10% so it's quite possible that less than 100 of the 1000 records launched will ever be discovered. Whatever the numbers, the "Freedom at 21" flexi-disc will surely be a highly sought-after collectible for years to come.
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| Jack White inflating balloons to be releasing flexi disc vinyl record |
Where Will They Go Down
Click on the blue pegs to view locations and photos
