Jack White Goes Full Blue in ‘That’s How I’m Feeling’

Following the guerrilla marketing of his latest record, ‘No Name’, Jack White returns to conventionality by releasing a new music video for the third track, ‘That’s How I’m Feeling’. 

Supporting the all-blue aesthetic that White has honed in all of his solo work, this video is no different. Edited by Brook Linder, the video compiles blurred, gritty visuals from the artist's current leg of shows, a series of one-off gigs with little warning.

The hypnotic driving beat of ‘That’s How I’m Feeling’ matches perfectly with the fleeting visuals of crowds screaming and performance clips. It’s not polished or over-thought and that’s what ‘No Name’ is at its core. As a whole, the album sees White return to the garage punk sound where he found his acclaim, weaving raw blues-injected rock with emphatic, almost sermon-like verses, and unrestrained punk energy into 43 minutes of rock and roll. There are no airs and graces—it is loud, raucous, and unapologetically colours outside of the lines. In a blue pen, nonetheless. 

From the small underground clubs and the scurrying rats with glowing eyes of the video, to the blazing instrumentals and choruses that pack a punch—‘That’s What I’m Feeling’ is White at his best, and the fleeting smiles seen on stage prove that tenfold.

Megan-Louise Burnham

@mgn.lb

Image: David James Swanson