There’s something strangely satisfying about unboxing videos. They’re posted in the thousands on YouTube whenever a brand new product comes out and it’s always seemed so pointless watching someone else experience the joy of opening something you probably can’t afford right now, but it’s almost impossible to resist feeling some of that joy vicariously. To that end, and with the physical record finally dropping tomorrow (!!!) indie label Jagjaguwar have released a gorgeously soundtracked unboxing video via their Instagram for the third album from Bon Iver, 22, A Million. You can watch it below and try to imagine the feeling you’ll get less than 24 long, long hours from now:
That beautiful background music you’re hearing is Bon Iver’s third single from the album 33 “God”, just one example of the multiple lanes that record travels in. Jagjaguwar also posted another video revealing a 22, A Million newspaper of sorts that’s covered in strange symbols (as most of the promotional material for the record has been) as well as a series of posters for mysterious events (as we’ve seen with Frank Ocean’s Blonde and Kanye West’s The Life Of Pablo this year, they’re likely pop-up shop locations) to their Instagram as well.
They’re slotted to take place in Berlin, Copenhagen, London, Amsterdam and Melbourne (it’s 121 Johnston Street, Fitzroy if you’re lucky enough to live there). One thing is for certain, Justin Vernon and Bon Iver have anticipation for 22, A Million at fever pitch.
22, A Million is out tomorrow via Jagjaguwar.
Read more: 22, A Million: a preview
Read more: Bon Iver, a Career in 10 Songs
Image: Consequence Of Sound