5 Wacky Ways Jack White Could Promote 'Lazaretto'
  • THURSDAY, APRIL 03, 2014

  • Posted by: Anthony Toto

Jack White is the modern Willy Wonka of rock music. The parallels are eerily similar as White's Third Man Records contain some magical music machines that are rare as a Wonka golden ticket. Want to record a song on vinyl? Stop by Third Man's recording booth, insert some Third Man Records tokens, and sing away for two-minutes. Once the recording is completed, the track converts to customized vinyl.



White's unconventional techniques for songwriting are matched by his businesses practices, as Third Man Records outdoes the competition in terms of creative album packages. With White's upcoming LP Lazaretto set for release in June, the label will release special blue and white vinyl customized by oompa loompa's...maybe we took the comparison a little too far. White experiments with alternative release methods to keep the excitement for physical music products alive. Third Man Records once attached 1,000 flexi-discs of White's Blunderbuss to balloons with the hopes of someone discovering them out of thin air. The label has its very own tour bus called Rolling Record Store that travels across the country during festival season and attracts unfamiliar concertgoers to its vintage catalog. And seriously, Third Man Records even had its own booth at Whole Foods.



Not only are we excited after hearing "High Ball Stepper," but we're beyond curious to see how Third Man Records promotes the highly-anticipated Lazaretto. We have a few ideas for Jack White just in case he isn't up to the challenge.

1) The new SEA-D release

We mentioned Third Man Records "Rolling Record Store" tour bus, how about a "Rolling Record Ship?" Instead of going on the road to promote Lazaretto, take it to the sea! The ship's crew should hand out 7" singles of Lazaretto by different beaches, coastlines, and docks. I mean, the similarities between Jack White and Jack Sparrow are few and far between. The ship's crew will be called, "The Pirates of The Raconteurs."

2) Sending out an S.O.S.

In keeping with the theme of boats and ships, how about sending out an S.O.S. in a message in a bottle? Seriously, drive the "Rolling Record Ship" down the Mississippi River and stick the albums in biodegradable bottles (no pollution) so someone finds them off the river. Imagine a young kid from Louisiana discovering a bottle with a vinyl inside? The vinyl has a better chance of reaching a listener through a bottle than a balloon.

3) Jack White Beach Combing

If the "Rolling Record Ship" makes a pit stop across the shorelines, the crew should bury the album deep with the sand of its beaches. Encourage the fans to grab their metal detectors and headphones so when the detector goes, their effort will be rewarded when Lazaretta starts playing through their headphones.

4) Jack White's Treasure Hunt

As an ambassador for Record Store Day, Jack White should work hand-in-hand with independent businesses to arrange a special scavenger hunt before the album's release. Let's say a week before, tell the fans online and issue a map of hints to assist their search. Of course, don't place the album in an obvious spot and make the fans contemplate where the album is located. Third Man Records should design a special "treasure chest" containing vinyls, t-shirts, guitar picks, posters, and a book all beautifully packaged to raise the stakes. The winner will walk away with the "treasure" and for the fans who missed out, still reward them with vinyl's for their participation.

5) Third Man Hot Air Balloon

The original balloon idea for Jack White's Blunderbuss might single-handedly be the coolest album promotion in the history of the music industry. How could anyone top balloons carrying vinyl? Jack White should purchase a hot air balloon and drop albums from the sky. In fact, attach small parachutes to the copies of Lazaretta so they land safely into the hand's of Jack White fans. The final parachute will contain a blue-tuxed White who will shred bluesy solos from the air before he lands safely atop a center-city building where he performs the entire album "Where the Streets Have No Name" style. Bad. Ass.

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