“Some of my friends say, ‘Why didn’t you just put it out on Third Man? You have your own record label, just do it.’ And I think the thing is about Third Man is that, yeah, we can put this thing out on iTunes and we can put things out on vinyl. We got those things fine. We can produce tons of them like that, but if you want to put out a million CDs and sell them and get them played on the radio, and even videos, or whatever, if that still exists, that kind of muscle can only come from a label like Columbia. And I really didn’t want to do this album a disservice. I ain’t got nothing to prove about being indie or anything like that.”

There’s a lot to think about here. Through his own entrepreneurial drive White has created his own label, but still he found value in going with an old, established company. A real journalist would recognize that there is a story in this.