Jack White has been attributed with creating a new medium in which to record music. No, it's not a microchip you plug into your headphones that stores 300 million gigs, or a dissoluble strip you can download music into your brain with, or a stylish USB drive you can plug into you the back of your neck after millions of dollars of android surgery.
It's a 7" record . . . EMBEDDED . . . in a 12" record.
But poking fun and sarcasm aside, embracing the novelty of nostalgic mediums such as records – in a generation where most tangible forms of listening to recorded music have become obsolete – is a fun, innovative and highly marketable move. Records have become a symbol of elitism, especially with many labels only printing in small quantities or with exclusive perks.
Point-in-fact, there will only be 300 of these "Triple Decker Records," and they will feature The Dead Weather's latest single "Blue Blood Blues" and a secret unreleased track lurking inside the 7". You can buy one September 17 at Third Man Records.
Watch Jack White explain the musical magic:
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