Jack White to Release New Single Via Helium Balloons?!
Yesterday (which was April Fools’ Day), I saw a headline that said Jack White was releasing his next single via balloons, and I immediately dismissed it. It turns out I am the fool, as it’s true (at least according to Pitchfork and THE RECORD COMPANY, Third Man Records). The single will be Freedom at 21, and is available – if you find a balloon.
From the record label:
“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.
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.”
It’s like Charlie and the Chocolate Factory and the golden tickets all over again. But not really. Check out a video of the balloon launching below. It might be time for a road trip and a purchase of a bow and arrows to grab yourself a copy of the single, Freedom at 21.