333 ft Underground


Third Man Records and Tennessee Tourism


Jack White’s Third Man Records partnered with Tennessee Tourism to play a concert in the Cumberland Caverns, a venue 333 ft below sea level. We needed to find a way to promote this once in a lifetime experience.  


Third Man takes pride in having a roster of artists that all have unique sounds and told different stories. Tennessee, is home to over 9,000 caves, more than any other state. Caves are said to have the best acoustics outside of a recording studio and each one generates their own special sound.


Marry the unique sounds of Third Man with the varying sounds of Tennessee's caves by creating the first ever multi cave music video.