By Gregory AdamsJack White's Third Man imprint has no shortage of crazy promotional ideas. Just last week the label announced the world's first-ever 3 RPM record. White's company has outdone itself yet again, though, having tucked 1,000 copies of a new single off his Blunderbuss LP into helium balloons and launching them into the sky yesterday (April 1).
A press release from the label explained the unorthodox delivery method of the "Freedom at 21" single, stating that Third Man intended to get the product into the hands of those who might not otherwise stop into a record shop to pick one up.
The project is intended to become a bit of a scavenger hunt, as anyone who finds one of the latex balloons will find enclosed "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 incorporated into a website where fans can access the information."
According to the press sheet, the statistics for other similar launches hint that there's only a 10 percent recovery rate, so chances are pretty slim you'll nab one of the airborne promotional platters, but keep watching the skies, everybody.
You can watch footage of the Third Man crew releasing the flexi down below.