Jack White's Latest Gambit: A New Album Without the Hype

Jack White has done it again - this time by not announcing his new album, Frozen Charlotte, in a video series meant to promote Third Man Records' marketing strategies. The Release Lab series is usually a deep dive into label tactics, but instead of diving in, White dropped a bombshell that even the label itself didn't see coming.

The second installment of the series revealed news of his seventh solo album, leaving fans and critics alike scratching their heads. What's behind this unusual approach to promotion, and what does it say about the artist's vision for this new record?