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Monday, April 2, 2012

Merch The Only Way You Can Get the New Jack White Single Is By Finding a Helium Balloon in Nashville

Posted by on Mon, Apr 2, 2012 at 10:13 AM

Yesterday Third Man Records in Nashville released the new Jack White single by tying flexi-discs to helium balloons and letting them fly over the city.

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 post cards with instructions for the finders to submit photos, discovery location and the date on which the record was found, all of which will be incorporated into a website where fans can access the information. Statistics for similar balloon launches show a recovery rate of approximately 10% so it's quite possible that less than one hundred of the one thousand records launched will ever be discovered and the "Freedom at 21" flexi-disc will surely be a highly sought-after collectible for years to come.

The label is keeping track of where the balloons are landing here. One made it all the way to Huntsville, Alabama!

 

Comments (2) RSS

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Erin Resso 1
I love that the people starting to find these things are farmer types with large swaths of land for these balloons to land on. I wonder how many of these records will actually be played.
Posted by Erin Resso http://deejayres.tumblr.com on April 2, 2012 at 10:59 AM
Erin Resso 2
I love that the people starting to find these are farmer types with large swaths of land for the balloons to land on. I wonder how many of these records will actually be played.
Posted by Erin Resso http://deejayres.tumblr.com on April 2, 2012 at 10:59 AM

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