All aboard the Third Man Records hype train! While you couldn't say Jack White hasn't been busy since 2014's Lazaretto, other than a few choice collaborations, "Battle Cry" with White co-owned baseball brand Warstic, or the publication of "I Can Tell We're Gonna Be Friends" as a children's book, new music from the Willy Wonka of the record industry has been hard to come by.
Shared on Third Man Records' various social media platforms is this cryptic video, "Servings and Portions from My Boarding House Reach" that features what seems like an album's worth of track previews.
"Do you want to question everything? Than think of a good question! Do you want to start a fire? Well, you can watch" White wails during the first third of the video. Visually, the "Third Man Films" branded document toggles between abstract imagery, all in shades of Third Man's signature stark blues, blacks, yellows, reds, and studio footage.
Why does this suggest a new White album is imminent? As early as last summer, Third Man shared images of studio bands with White, many of whom can be seen in this odd video. Sonically, the music is eclectic and at times even bizarre, which is in line with things White has said about this third solo album in interviews.
Finally, the video links to a portal of various platforms where viewers can sample "Servings and Portions" which suggests the third album will be titled something along the lines of "My Boarding House Reach"? This portion, odd, brief, and loud as it is, seems to be more than enough to cause excitement for what seems to be the most exciting release Jack White has helmed to date.