Jack White will release his seventh solo studio album, titled No Name, on July 19, 2024, following a surprise rollout that began with unmarked vinyl records appearing in Third Man Records shops. While recent online rumors circulated regarding a project titled "Frozen Charlotte," the label has confirmed the album is officially titled No Name, consistent with the initial guerrilla marketing campaign that saw the music discovered by fans in June 2024.
How the Album Was Announced
The rollout for No Name stands as one of the most unconventional marketing strategies in recent rock history. According to Third Man Records, the album was first distributed on July 19, 2024, as white-label vinyl records hidden inside customer bags at the label’s retail locations in Nashville, Detroit, and London.
Following the initial discovery by fans, the album was officially released to streaming services on August 2, 2024. The unconventional strategy mirrored the label’s focus on physical media and direct-to-fan engagement, bypassing traditional promotional cycles.
Addressing the "Frozen Charlotte" Confusion
Recent digital speculation suggested an upcoming album titled Frozen Charlotte due in July 2025. However, this title refers to a series of visual art sculptures created by White, currently on display at the Newport Street Gallery in London as part of his "These Thoughts May Disappear" exhibition.
White, who has been documenting the creation of these sculptures on his official Instagram account, explained that the "Frozen Charlotte" name is derived from Victorian-era penny dolls and a folk song. The confusion appears to have stemmed from a cryptic "Release Lab" video series produced by Third Man Records, which utilized surreal imagery and altered branding to tease various facets of the label’s creative output, including White’s sculpture work and musical projects.
Tracklist and Recording Details
No Name consists of 13 tracks recorded at Third Man Studio in Nashville. The album features a core band including Patrick Keeler on drums, Dominic Davis on bass, and Bobby Emmett on keys. The tracklist is as follows:
- "Old Scratch Blues"
- "Bless Yourself"
- "That’s How I’m Feeling"
- "It’s Rough on Rats (If You’re Asking)"
- "Archbishop Harold Holmes"
- "Bombing Out"
- "What’s the Rumpus?"
- "Tonight Was a Long Time Ago"
- "Underground"
- "Number One With a Bullet"
- "Morning at Midnight"
- "Missionary"
- "Terminal Archini (Hellish)"
Why the Rollout Matters
The release of No Name serves as a case study in modern music marketing, contrasting sharply with the industry standard of long-lead announcements and social media campaigns. By opting for a "secret" release, White generated organic momentum through fan communities and social media sharing rather than paid advertising. This approach aligns with his long-standing preference for physical media, specifically vinyl, which has remained a core pillar of his business model at Third Man Records since its founding.
While rumors of a 2025 project continue to circulate, current official information confirms No Name remains the most recent studio offering from the artist.