Jack White’s Awesome New Interactive Video

Jack White black bat licorice

It’s no surprise that Jack White is easily one of my favourite musicians on the planet. He brought it again this week, calling out the media for making an uproar of stupidity about his rider. If you’ve ever been curious about why a rider sometimes has strange requests, like brown M&Ms – give this a read.

Musicians need to know that their rider is being taken seriously not from a food point of view so much as an equipment safety point of view. If something as simple as seeing a bowl of M&Ms free of the brown ones lets them know the show will go on safely without technical errors from the rider not being read properly, it’s not quite the diva move we paint it out to be.

Imagine if Radiohead had a brown M&Ms clause? Maybe their team wouldn’t have been onstage when the whole thing fell apart and took one of their own with it (but we also know it is certainly not up to Radiohead or any band to ensure the safety of the stage).

Of course, Jack’s rider doesn’t even have that kind of demand – pointing out that the guacamole recipe is a joke between his manager and the promoters. So much can get lost without context, hence why judging a rider is stupid.

ANYWAY  – the real point of this post is his new video which is so great I couldn’t wait until Sunday to share it as my song of the week. The genius man released an epic video for “That Black Bat Licorice” and I’m obsessed with it.

They shot three different videos for the song, and you can easily flip through each video by holding down the 3 or the B key on your computer. The standard video is my favourite, completely animated, then the 3 key gives you the live action version featuring Jack himself, and the B key is another live action version with people headbanging. This is what you do when you have three ideas for the video but like them all equally. Forget decisions, make them all!

The most interesting way to watch is to flip between the animated and the live action Jack videos (cutting out the semi pointless headbanging one), to see how they used animation to do what they couldn’t actually pull off in real life.

Is it better than Arcade Fire’s or Bob Dylan’s interactive videos? Maybe not, but it comes close.

Whatever you feed me, I’ll fee you right back. But it’ll do no good.