Earlier this week, Jack White and his Third Man Records announced plans for something big: They’re going to be the first people to play a record in space. This is just the latest in a long line of stunts by Third Man and White, who at this point might as well be called the Willy Wonka of records. He’s attached records to helium balloons, embedded holograms into vinyl, and recorded straight to vinyl on live TV. In an industry where fresh innovation seems impossible, White continues to insist that boundaries can be broken. Oftentimes, the ways he breaks them are more ridiculous than even we were able to predict in the past.

There’s no knowing how White will break records in the future, but we’ve got a few guesses.

Jack White’s New Album First to Be Exclusively Released As Reel-to-Reel Tape Album

When Beck released 2012’s Song Reader, Jack White was upset, claiming that Beck had stolen the idea while rifling through a pile of White’s assorted documents late one evening after the two had imbibed absinthe during a winter sleepover. (The sleepover was meant as a brainstorming session for a collaborative children’s album of Devo covers.) Years later, after cutting ties with Beck, White goes to work on a new Raconteurs album, All the Bees But You, which is released in limited edition as analog tape. No, not a cassette: a beautifully packaged copy of the recording tape to which the album was tracked.

Fans, angry at not being able to play the new music, lash out at White on Twitter. His response? “If you truly loved music you’d already own and listen to all of your songs on a reel-to-reel player.”

Jack White to Start Church of the Holy Analog, the First Record Label to Achieve Non-Profit Status

Inspired by Going Clear: Scientology and the Prison of Belief, Jack White decides that his love of analog technologies verges on the spiritual and could be the basis of a new religion. He and his cadre of Third Man employees get to work compiling a doctrine from White's various poems. The Church of Analog’s first outpost is located in a once-abandoned Detroit high-rise, which has been retrofitted to resemble a gilded version of the original Hotel Yorba. The Church’s main mission is to kick-start the recording industry through releasing vinyl albums, the sales of which will not be taxed. Congregants must wear only red, white, or black; Beck is explicitly forbid from joining.

Jack White to Livestream First-Ever Listening Party for Amazonian Dessana Tribe

In protest of the combative nature of the 2016 Rio Olympics, and also as a way to reclaim Brazil from the memory of his wedding to Karen Olsen there, Jack White and the Church of the Holy Analog venture deep into the Amazon to expose the proud people of the Dessana tribe to his newest Dead Weather album, Criminal Cicadas. This is believed to be the first time the tribe had seen music played by a carnival barker from a solar-powered record player, and the reaction is one of anger. When the album finishes, the tribe’s chieftain approaches White and asks, “Do you have any Justin Bieber?”

Jack White to Release First-Ever Album as Tortilla Chips

The world has known for years that Jack White is a big fan of well-crafted guacamole, especially when made with serrano peppers and Haas avocados. But, White says, something is always missing from his guac experience. The crunch of the tortilla chip just never sounds quite right. So, he approaches the board of Third Man Records with a radical idea: “What if we could make music while we eat guacamole?”