February 18, 2015


Play With Jack White's Interactive Three-in-One Video

Thanks to Nicki MinajCody Simpson and Mumford & Sons, interactive music videos are popping up all over the place. So of course Jack White had to flip the concept on its head.

For his new video for Lazaretto single "That Black Bat Licorice," the White Stripes frontman throws three videos into one, letting the viewer choose millions of combinations and ways to view the visual.

Let us break it down for you: You can click play and watch the standard option, a somewhat-unsettling animated take featuring living Egyptian goddesses, dancing bats and a scene where an animated Jack White cuts off his own tongue. Or you can hold down the "3" key on your keyboard and watch the actual Jack White rocking out in a rocking chair as men in a George Washington masks dance around him. Or as your last option, hold down the "B" key and watch people head banging in slow motion for the full three minutes and 50 seconds.

It's not choose your own adventure, but a creative way to throw together different visual interpretations of the song. Maybe White & Co. just couldn't decide on one.