Jack White Releases 3-In-1 Video for New Single “That Black Bat Licorice”
There are a lot of factors to consider when one is making a music video. Should the video be a live performance, or an avant-garde retelling of the song’s story, or even a mini-movie à la Michael Jackson’s Ghosts? Maybe there should be a couple different versions made, just to mess with the general public and to see which one is more warmly received. It’s not uncommon for artists to do one or more of the above. I personally enjoy seeing different interpretations of the same song in visual form.
Or you could do like Jack White – make three separate videos and roll them into one interactive experience controlled by your personal computer.
White’s latest single from his critically acclaimed sophomore album Lazaretto, the upbeat rocker (and my personal favorite track) “That Black Bat Licorice,” premiered its accompanying video this week in anticipation of the single’s vinyl release on February 23rd, and what a masterpiece it is. Three separate videos – an animated White, White in blue and black live action goodness, and a host of Third Man Records employees headbanging along to the music – were then rolled into one. They can be viewed only on a computer or tablet (we wonder who will be able to split them for individual viewing on YouTube – kudos to whoever manages). Following us on this one so far?
Now, how to switch modes to view each video on its own: Pressing “3” or “B” switches between videos, with “3” opening up the live action White and “B” redirecting us to the coolest employees on the planet dancing and jamming. Simply watching without touching your keyboard will let the cartoon version run. Confusing? Maybe at first. Completely epic? Of course!
View the videos in their entirety on White’s website, and starting today, tweet the video link and hashtag #blackbatlicorice for the chance to win one of three vinyl copies signed by White. Download the digital copy of “That Black Bat Licorice” backed with a jazzy cover of Harry Connick, Jr.’s “Blue Light, Red Light (Someone’s There)” on iTunes.