Jack White asks fans to take a knife to his new record

Posted on 4 October 2010
By Martin Higgins
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Jack White has come up with an interesting new gimmick for his latest release with The Dead Weather, by placing a unique 7” vinyl inside the original 12” release.

A knife has to be used to prize the hidden recording out and Jack has demonstrated how to do this quickly and easily in the video opposite.

Jack and his band mates have released three versions of their single Blue Blood Blues on this brand new format entitled the Triple Decker Record™.

The new design was conceived by Jack White and harks back to his days as a carpenter using his hands for an upholstery company. It will offer people a new way to engage with vinyl, cutting it up and finding something novel inside.

Jack, who is obsessed with the number 3, invented this new “Triple” layered format after cutting up chairs and hiding vinyl down the back when he worked in the factory. The White Stripes man was playing with the idea of surprise even in these early days when he was still an aspiring musician.

The Triple Decker Record™ is available in a limited edition of 300 copies, 100 of which will be on-sale at the Third Man Records store in Nashville. The remainder will be available randomly through mail order and at select brick and mortar vinyl dealers worldwide.

For those not lucky enough to pick-up the Triple Decker Record™, an alternate 7″ version of Blue Blood Blues with a double-sided cover will be available as a standalone purchase and comes with b-side Jawbreaker (live).

Tri Color 45s of the single will also be available. The 12″ version will come with alternate B side No Hassle Night/I Just Want to Make Love to You (live).

The 7″ and tri-color 45 are available at Third Man Records and via the web store. You can watch the video commercial for more information on this new vinyl style here:

http://thirdmanrecords.com/index.html