Jack White just brought INTERACTIVE music videos into our lives and things will never be the same
Just when we thought we couldn’t appreciate Jack White any more than we already do (his guacamole rage was a fine hour for America) he drops an awesome new music video for “That Bat Black Licorice.” This isn’t just any ‘ol run-of-the-mill music video — it’s interactive. Allow me to explain.
There are three different versions of the video happening simultaneously: a live-action version, an animated version, and a “headbang” version. You can seamlessly toggle between the three different vid versions, simply by pressing the “B” or “3” buttons on your keyboard. We, the viewers, are in complete control of which version(s) we want to see and can move back and forth between them as fast and frequently as we want. Jack White is living at the mercy of our fingertips and quite obviously showing us that he’s living in various different parallel states.
The animated version, which features a strangely endearing illustration of Jack White, was directed by James Blagden. The “headbang” (press “B”) version, which basically features people . . . well . . . head-banging, was directed by Brad Holland. The live-action version (press “3”) was directed by Jack White himself! It’s a delightfully trippy experience to go back and forth as the song plays on. Honestly, we’ve never seen anything quite like it. It’s so ridiculously creative we love it.
Go ahead and indulge your inner child and Jack White fan here.