To celebrate the second anniversary of his record label, Third Man Records, Jack White is revolutionizing the way we buy music. No, not via the internet, silly. From trucks! You know, just like ice cream. The Third Man Rolling Record Store, a big yellow vehicle that will sell lots of albums and other label-related merchandise, is set to make its premiere this week in Austin during SXSW. There will also be musical performances, guest DJs and lots of giveaways, as they launch this rocking endeavor.
Given White's penchant for all things old-timey, I'm surprised he's not selling phonograph cylinders out of steam locomotives. But in addition to the dozen or so other bands he's busy making music with, it's still nice to see him work on even more awesome, albeit gimmicky, musical projects in our post-White Stripes world.