Jack White Distributes His New Track Via 1000 Helium Balloons

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Three weeks prior to this coming Tuesday's April 24 release of his debut album Blunderbus, 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.

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 — which will only add to the value of the disc for record collectors.


That's bad for animals, and not practical.

I love the round nature of the balloon that is used for design and the color which is fitting for Jack's goth sense and black hair and all.

I think they could have made a better #ScavengerRecordHunt @JackBlack to promo it though and hype the promotion social media or local radio and just tie them in music related locations?

Instead of just Oo fun let's not care free and let them go to be destroyed and not found? wtf. Die seagulls and dolphins DIE?

I'm suspicious this idea was garnered from BioWare's Mass Effect III promo.


Hipster Cred = Blown

I only counted about 100 balloons.

Uhhhh, yeah I thought pretty much everyone decided launching a load of plastic garbage into the air which will likely end up in the ocean was an awful idea about two decades ago. Way to go.

Bye bye...

All that work and effort wasted on something in seconds that nobody will ever find or recieve who knows what it is or cares.

Haha yea the video didn't show tooo many balloons, but I believe them :) It's still a really creative idea that I don't think anyone has done before. I just saw his trailer promoting his Unstaged performance being webcasted next Friday, and I have to say I can't wait!! Check it out if you haven't: http://www.youtube.com/user/JackWhiteVevo/unstaged

He was just on Colbert and said 5 out of 1000 have been found nearly 3 weeks later.....biodegradable doesn't mean it can't get stuck in something's esophagus. If these balloons were impeding oil drilling, or if they were somehow stopping even one rich person from making one extra dollar, Jack White and his label would be brought up on human rights violations.

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