Jack White continues to use his Third Man Records wizardy to change the game when it comes to creativity with music releases. His Lazaretto Ultra LP contained hidden tracks on the label, reversed spinning starting from the middle, 2-in-1 intros into songs and a hologram angel that showed up when playing the record. There’s more technical workings that are better explained by Jack himself HERE.
For the single, Black Bat Licorice, he and his team created 3 videos in one and they can all be watched separately or at the same time depending on the viewer’s choice. There are 3 different stories going on, and the viewer can press either “3” or “b” to switch back and forth. A choose your own adventure in music and video form.
It makes more sense when put to the test. Click on any of the images below to link directly to the video on Jack White’s website http://jackwhiteiii.com/