Jack White's new single released via helium balloons

Jack White helium balloon single launch, April 1, 2012 Third Man Records,Jo McCaughey

Jack White inflating balloons, April 1, 2012
Third Man Records, Jo McCaughey
(CBS News) Jack White celebrated the release of his new single, "Freedom at 21," with a special balloon launch.

A total of 1,000 blue balloons, with 1,000 flexi-disc records attached, soared through the Nashville sky on Sunday.

The balloons, set free at White's Third Man Records label headquarters, were accompanied by custom postcards with instructions for finders to submit photos, discovery locations and the dates on which the records were  found. An interactive map showing  where the balloons have landed can be found here.

The record distribution experiment, which used biodegradable latex balloons, was Third Man Record's way to get the single in the hands of people who don't visit record shops.

White's debut solo album, "Blunderbuss," will be released on April 24. The former White Stripes rocker will be on tour behind the effort this year.


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