The always pragmatic Third Man Records, headed up by the prolific Jack White, recently released a video detailing a couple of innovations created by the label including the Greeting Card Gatefold and the Third Man Monkey Band.
The Greeting Card Gatefold works like a singing greeting card. When you open the gatefold cover of an LP featuring the GCG, specifically the upcoming Wanda Jackson album The Party Ain’t Over, it will play a few seconds of the album’s opening track.
The Third Man Monkey Band is a coin-operated music machine found only at Third Man’s Nashville shop. Once a quarter is inserted, the machine will play anywhere from 10-90 seconds of soon-to-be-released music from Third Man before anywhere else in the world has it.
Perhaps Mr. White would do a better job of explaining: