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All PR Campaigns › Jack White’s Soho Rooftop Surprise

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Retail · August 2026

Jack White’s Soho Rooftop Surprise

PR Campaign
Saturday 25th September, 2021

To mark the opening of its first London store, Third Man Records surprised Soho with Jack White performing a short rooftop set above a huge store banner. The unexpected public spectacle turned a retail opening into a memorable piece of live music theatre, drawing queues, crowds, social footage and music press coverage.

Why it worked: A surprise, Beatles-echoing rooftop gig tied to a tangible opening created instant spectacle, crowdsourced footage, and irresistible local news urgency.

The lesson: Consider staging a brief, unannounced public performance tied to a real-world launch, ensuring a clear backdrop banner for instant shareable visuals.

Third Man Records
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
nme.com Watch Jack White play surprise London rooftop set to celebrate opening of Third Man Records Saturday 25th September, 2021
rollingstone.com Third Man Records Opens Third Retail Store and Venue in London Sunday 26th September, 2021
nme.com Jack White shares 'Seven Nation Army' live video from rooftop Soho gig and announces live album Saturday 19th November, 2022
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