Well, Jack White surprised us once again. Even though yesterday was April Fool's Day, for Jack White it was day of release of his brand new song called "Freedom At 21". However, if you think he released it by regular way, you're wrong.
He and workers from Third Man Records decided to do something really unusual. They released 1,000 copies of new track "Freedom At 21" via helium balloon.
Third Man Records site explains:
"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 atThirdManRecords.com/balloon.
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."
Well, this is really unusual way of releasing new music, but I do not really think it is efficient way and I don't think they'll do it anytime soon again. Anyways, we are surely all excited about Jack White's debut LP Blunderbuss, which will be out in three weeks - on April 21.
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