From the YouTube page:

Three weeks before his “Blunderbuss” album hits the streets, Third Man Records decided to make the Jack White album track “Freedom at 21” premier exclusively via flexi-disc records attached to helium balloons launched from the label headquarters in Nashville on April 1st, 2012. Envisioned as an experiment exploring non-traditional forms of record distribution and a way to get records in the hands of people who don’t visit record shops, the label was sure to use biodegradable latex balloons and all-natural twine in the process. Accompanying the balloons were custom post cards with instructions for the finders to submit photos, discovery location and the date on which the record was found, all of which will be incorporated into a website where fans can access the information. Statistics for similar balloon launches show a recovery rate of approximately 10% so it’s quite possible that less than one hundred of the one thousand records launched will ever be discovered and the “Freedom at 21” flexi-disc will surely be a highly sought-after collectible for years to come.

An extra WTF and “Fuck You” element: the “release” date.

Of course, the NY Times headline writers think that Jack White is the savviest rock star of our times, so perhaps fucking with collector scum is a natural extension of that.

Damn it! I fell into his savvy trap.