If there’s one thing about guitarist Jack White that he’s know for, it’s how unique of an individual he truly is. Years ago when i was in the Boy Scouts, I was on a little island in South Florida collecting canned food in front of Publix for the homeless when he showed up with an entire cart full of donations. I'll never forget my encounter with the musician. He's the type of guy that leaves an impression, and if you don't believe me, ask one of the thousand people who just received his latest single "Freedom at 21".
From his yet to be released debut solo album Blunderbuss, the Jack White single was given to fans in the most unique way possible. This wouldn’t be the “Seven Nation Army” hit maker if something wasn’t out of the ordinary. Instead of dropping the vinyl like discs in records stores, Jack had the single “attached to helium balloons (and) launched from the (third man record) label headquarters in Nashville on April 1st, 2012.” April fools this is not. According to the label releasing Blunderbuss’, third man records states that the stunt 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.
Move over flaming lips, because this is quite possibly the strangest and most effective form of marketing in a while. Not only is this a unique way to market an album that likely doesn’t need a publicity stunt of this magnitude, all of Jack White’s diehard fans will still likely revel at the idea of a 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 label’s website.
Even though third man records estimates that only a hundred balloons out of the thousand balloons, with Jack White’s “Freedom at 21” attached will be discovered, the buzz around Blunderbuss, dropping in stores April 24th, could not be any bigger. If you’re interested in how this all came together, below is a video which explains just that. Enjoy!
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