Let me start by saying that I can recall the precise moment I first heard Jack White singing and shredding. It came on while I was parking my car in San Diego, and I kept the car running till “Fell In Love With A Girl” ground to a sudden halt on KROQ, the guitar’s crunchy overdrive reverberating in my ears. And that’s all it took. That White Stripes album soon was playing constantly t our place (that and The Strokes — I can’t believe it’s been 15 years!).
So believe me when I say it was a thrill and an honor to be on the creative team at Beats that launched this unique music-forward collaboration, hand-in-hand with Jack White’s groundbreaking indie record label, Third Man Records (i.e., “the most influential vinyl label in America” and what Rolling Stone calls a “vinyl-pressing paradise,” for any of you noble skeptics out there).
I first got wind of the project in the summer when I worked with the collaborations team on the custom packaging and seeding. Then more recently the in-house creative team at Beats started working on the November 2017 product launch.
Our creative director had a great idea for an emotionally resonant, authentic approach to the campaign video to match the two brands’ styles. The video (filmed on-location at Third Man Records in Nashville with Third Man artist Margo Price) was unscripted, but I helped out on the treatment.