Is the vinyl bubble ever going to burst?

Days away from the release of Bon Iver’s third album, the fractured and experimental 22, A Million, the artist’s label has shared an unboxing video to show off the deluxe vinyl version of the release.

For the innocent: unboxing videos are typically made for tragic Apple fanbois’ fap attacks, and involve slowly unsheathing a freshly purchased gadget and inspecting the inside of its box.

Worryingly, Bon Iver is not the only artist currently attempting to crack into this video niche, with Radiohead today unveiling an unboxing video of their own for the vinyl version of A Moon Shaped Pool.

Watch Bon Iver’s stop-motion unboxing video below to see the record and its liner notes examined up close. In the second video, the label shows off what looks like a newspaper featuring enlarged images of the additional artwork and the album’s many mysterious symbols.

22, A Million is out this Friday, September 30.

Two more sleeps. #22AMILLION

A video posted by Jagjaguwar (@jagjaguwarinc) on


A video posted by Jagjaguwar (@jagjaguwarinc) on

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