Earlier this month, Jack White released a new record in a rather, er, unusual way. Instead of offering "Freedom at 21" through a digital download, CD or vinyl, it was pressed onto a flexi-disc.
Copies of that flexi were each tied to their own helium balloon and released from the parking lot of Jack's Third Man HQ in Nashville.
The distribution model was simple: the records would go wherever the wind took them. People would find the records. Or not.
Some of these flexis have begun to turn up. And yes, some are up for sale on eBay. As I type this, the bidding for one of them is up to $3,051.