Elon Musk, the mogul behind SpaceX, Tesla, Neuralink, and The Boring Company, is known for his audacious and unconventional approach to innovation. While his primary focus has been on revolutionizing the space, electric vehicle, and transportation industries, Musk has also ventured into less-expected markets.

One of the most notorious examples of his unconventional product ventures is the “Not-a-Flamethrower” by The Boring Company.

In this article, we’ll explore Musk’s penchant for unusual side projects and the story behind the flamethrower frenzy that captivated the world.

About the Boring Company

Founded in late 2016, The Boring Company, or TBC for short, initially aimed to address traffic congestion by creating underground transportation tunnels. Musk’s frustration with Los Angeles traffic was the driving force behind this venture. However, Musk being Musk, TBC soon evolved into something more than just a tunnel-digging company. It became a platform for Musk to experiment with whimsical ideas, and one of the most memorable experiments was the flamethrower.

The Not-a-Flamethrower

In December 2017, Musk took to Twitter, as he often does, to announce the sale of a flamethrower. Well, not exactly a flamethrower, according to Musk himself, but rather a “super-terrestrial” device designed to “liven up any party.” The tongue-in-cheek name “Not-a-Flamethrower” was chosen to navigate the regulatory challenges associated with selling actual flamethrowers.

The device itself resembled a futuristic rifle, featuring a sleek black design with The Boring Company’s logo emblazoned on the side. It shot a powerful flame, capable of burning everything from marshmallows to weeds. Priced at $500 a piece, the Not-a-Flamethrower quickly became an internet sensation and sold out all 20,000 units in just a few days, generating $10 million in revenue for TBC.

How did this product work?

A flamethrower is a type of incendiary device that projects a stream of ignited flammable liquid or gas, typically intending to create a controlled and directed fire. Flamethrowers have been used historically in both military and civilian applications. Here are some key characteristics and uses of flamethrowers:

  • Civilian and recreational use

Some companies have produced civilian versions of flamethrowers for recreational purposes, including entertainment, controlled burns, and even weed control. These devices are often designed to be less powerful and have safety features to prevent misuse.

  • Modern uses

In modern times, flamethrowers are rarely used in military conflicts due to international conventions that restrict their use. However, some countries and organizations may still possess and deploy them for specific purposes, such as clearing vegetation or dealing with hazardous materials.

  • Components

A typical flamethrower consists of a fuel tank, a high-pressure system for propelling the fuel, a nozzle or valve to control the flow of fuel, and an ignition source. The fuel is typically a flammable liquid, such as gasoline or napalm, which is pressurized and ignited upon release.

  • Military use

Flamethrowers were originally developed for military purposes and have been used in warfare as early as World War I and extensively during World War II. They were primarily used for clearing out enemy trenches and bunkers. The intense flames and heat generated by a flamethrower could force enemy soldiers to surrender or evacuate fortified positions.

A note on the legal restrictions

The sale and possession of flamethrowers, even civilian versions, can be subject to legal restrictions in many regions due to safety concerns. Regulations vary widely, and in some places, flamethrowers may be banned or heavily regulated.

The marketing genius behind the Not-a-Flamethrower

The success of the Not-a-Flamethrower can be attributed, in large part, to Elon Musk’s marketing genius. Musk knows how to capture the public’s attention and create buzz around his products. By giving the device a playful name and posting videos of himself wielding it, he turned a seemingly niche product into a must-have item for tech enthusiasts and collectors alike. It was a masterclass in creating hype around an unconventional product.

Safety concerns and legal hurdles

While the Not-a-Flamethrower was all in good fun, it did raise some safety concerns and legal issues. Some worried about the potential misuse of the device, while others questioned the wisdom of selling such a product in a world already dealing with fire-related accidents. In response to these concerns, Musk emphasized the safety features of the device and insisted that buyers would need to agree to strict terms and conditions.

Moreover, TBC had to navigate complex regulations surrounding the sale of flamethrower-like devices. By officially dubbing it a “not-a-flamethrower,” Musk aimed to sidestep certain regulations, although some jurisdictions still took issue with its sale.

How Not-a-Flamethrower became a collector’s Item

The Not-a-Flamethrower has since become a collector’s item and a symbol of Musk’s eccentricity. Its resale value soared on platforms like eBay, with some units fetching prices well above their original cost. The device’s popularity also led to numerous memes and pop culture references, cementing its place in internet history.

Applications of Elon Musk’s flamethrower

Despite its controversial and somewhat playful nature, this unique device has found a range of applications beyond its original intent as a novelty item. Here are some of the applications of Elon Musk’s flamethrower:

  • Pyrotechnics and special effects

In the entertainment industry, flamethrowers are often used for creating dramatic pyrotechnic displays and special effects in movies, TV shows, and live performances. Their ability to produce controlled flames makes them a safer and more predictable alternative to traditional fire-based effects.

  • Cooking and culinary art

While not a traditional cooking tool, some adventurous chefs and food enthusiasts have used flamethrowers to achieve unique culinary effects. They can be employed for searing meats, caramelizing desserts, or even roasting marshmallows with precision and style.

  • Construction and demolition

Flamethrowers can be employed in construction and demolition to remove unwanted vegetation, clear obstacles, or soften materials like asphalt or tar for easier removal. They can also be used for controlled burning in construction sites to dispose of waste or reduce combustible debris.

  • Emergency response

In certain emergencies, such as search and rescue operations in remote or rugged terrain, flamethrowers can be used to start fires for signaling or warmth. The flamethrower’s portability and ease of use make it a potential tool for survival in extreme conditions.

  • Art and entertainment

Some artists and entertainers have incorporated flamethrowers into their performances or installations, creating visually stunning and immersive experiences. The controlled flames can be choreographed to music or used to create unique visual effects, making it a versatile tool for artistic expression.

  • Pest control

Flamethrowers can be used for pest control in agriculture or even for homeowners dealing with infestations of insects, weeds, or small rodents. The intense heat can quickly eliminate pests without the need for chemical pesticides, which can have environmental and health concerns.

  • Snow and ice removal

In regions with heavy snowfall, flamethrowers have been used to melt and remove accumulated snow and ice from driveways, sidewalks, and pathways. This application can save time and effort compared to shoveling or using snowplows, especially in areas where snowfall is infrequent.

  • Agricultural and land management

While not designed for heavy-duty tasks, Musk’s flamethrower can be used for controlled burns in agriculture and land management. Controlled burns are employed to clear fields of excess vegetation, remove invasive species, and reduce the risk of wildfires by eliminating potential fuel sources. The flamethrower’s controlled flame can help with these tasks in a more efficient and controlled manner compared to traditional methods.

NOTE: It’s important to note that Elon Musk’s “Not-a-Flamethrower,” as mentioned in the previous article, is not a traditional military-grade flamethrower. It was more of a novelty item designed for recreational and entertainment purposes. Its “flames” were relatively small and not intended for combat or destructive purposes.

Even so, it’s important to note that the use of flamethrowers, including Elon Musk’s flamethrower, comes with inherent risks. As such, safety precautions should always be taken. Regulatory and legal restrictions also vary by location, so users should be aware of and adhere to any relevant laws and regulations when considering these applications. Elon Musk’s flamethrower, while initially a novelty item, has demonstrated its versatility and utility in various practical and creative contexts.

Potential risks of using Musk’s flamethrower

Elon Musk’s flamethrower may have garnered attention for its novelty and versatility in various applications. Be that as it may, it also presents several potential risks that users should be aware of and take precautions to mitigate. Here are some of the potential risks associated with using Musk’s flamethrower:

  • Misuse and irresponsible behavior

Some individuals may use flamethrowers irresponsibly for dangerous pranks, vandalism, or malicious purposes, which can lead to injuries, property damage, or legal consequences.

  • Lack of proper training

Inexperienced users may not be fully aware of the proper techniques for operating a flamethrower safely. Lack of training can increase the risk of accidents and injuries.

  • Accidental discharge

Musk’s flamethrower, like any mechanical device, can experience technical failures or accidental discharges. An unintentional ignition of flames can be dangerous, especially in crowded or confined spaces.

  • Legal and regulatory issues

The use of flamethrowers is subject to various laws and regulations that vary by jurisdiction. Operating a flamethrower without the necessary permits or in prohibited areas can lead to legal consequences, including fines and confiscation of the device.

  • Environmental damage

Uncontrolled or reckless use of flamethrowers can cause environmental harm, such as wildfires, destruction of vegetation, and harm to wildlife. It’s crucial to consider the potential ecological impact before using a flamethrower in outdoor settings.

  • Fire hazards

The most obvious risk of using a flamethrower is the potential for fires and burns. The intense heat generated by the flamethrower can ignite flammable materials, including clothing, vegetation, and structures. Users must exercise extreme caution to avoid starting unintended fires.

  • Burn injuries

Accidental exposure to the flamethrower’s flames can result in severe burn injuries to the operator or others nearby. Burns can range from minor to life-threatening, depending on the duration and intensity of the exposure. Protective clothing and equipment are essential to minimize this risk.

  • Inhalation of toxic fumes

The combustion process of the flamethrower can produce toxic fumes, such as carbon monoxide and other noxious gases. Prolonged exposure to these fumes in enclosed spaces without proper ventilation can lead to respiratory issues, dizziness, and even poisoning.

How to minimize risks when using a flamethrower

To minimize these risks, individuals considering the use of Musk’s flamethrower should:

  • Follow safety guidelines: Adhere to safety guidelines provided by the manufacturer or experienced users, which may include wearing appropriate protective gear and maintaining safe distances.
  • Check local regulations: Research and comply with local laws and regulations regarding the use of flamethrowers.
  • Undergo training: Seek proper training and instruction on the safe use of the flamethrower.
  • Use in safe environments: Use the flamethrower only in suitable outdoor environments with minimal fire hazards and adequate ventilation.
  • Have fire safety equipment: Keep fire extinguishers, water hoses, or other fire-fighting equipment readily available when using the device.
  • Avoid reckless behavior: Use the flamethrower responsibly and refrain from any reckless or dangerous actions.
  • Educate others: If introducing the flamethrower to others, ensure they are aware of the potential risks and safety precautions.

While Musk’s flamethrower may have legitimate applications, its use should be approached with caution and responsibility to prevent accidents, injuries, and potential harm to the environment and others.

Final Take

Elon Musk’s “Not-a-Flamethrower” is a prime example of his unconventional approach to product development and marketing. While it may have raised eyebrows and safety concerns, it also showcased Musk’s ability to turn an offbeat idea into a viral sensation. It demonstrated the power of Musk’s brand and his knack for generating excitement around his ventures, no matter how unconventional they may be.

As we continue to watch Musk push the boundaries of technology and innovation, it’s safe to say that we can expect more surprises and unconventional products from this visionary entrepreneur in the future. Whether it’s electric cars, rockets, brain-computer interfaces, or flamethrowers, Elon Musk continues to challenge the status quo and captivate the world with his audacious ideas.


How many units of flamethrowers did Musk sell?

Elon Musk’s Boring Company has sold around 20,000 units of its Not-a-Flamethrower.

How fast did Musk’s flamethrower sell out?

Elon Musk’s “Not A Flamethrower,” was released for sale on January 27, 2018. The exact time it took for the flamethrowers to sell out is not publicly known. However, all 20,000 units of the limited-edition flamethrowers were reportedly sold within a few days, leading to a total revenue of $10 million for Musk’s company, The Boring Company.

How Pressfarm can help you achieve success with your brand

If you’re aiming for the stars like Elon Musk, your brand management can determine your success or failure. At Pressfarm, we help companies define the right narrative in the media for their brand – either to improve their credibility or resolve a PR crisis. If you are an entrepreneur wondering how to improve your company’s publicity, get in touch with us. We can help you craft and distribute your press releases, develop compelling guest posts and design eye-catching media kits for your brand.

Learn why we are good at what we do from our customer success stories.