Wow! What a day for music in general yesterday! I must say, Jack White III (of The White Stripes, The Raconteurs, The Dead Weather, and feature film It Might Get Loud) is a brilliant man. Not only is his music hip and interesting, his marketing campaigns are off the chart original and so fun to participate!
Yesterday was day one of three for a Los Angeles based pop-up shop replica of his Third Man Records & Novelties Store in Nashville, TN. An old abandoned theater in Downtown Los Angeles was taken over by Jack White III’s new label and to kick off the three day life-span of the shop, his new group The Dead Weather performed a free show in the standing room only theater. It started at 10 AM when the store adjacent to the venue opened up with lots of goodies and crates full of both common and rare vinyl records from the Third Man label, of which I purchased a sweet poster and a couple 45′s.
Then after about a half hour delay, which is understandable for an impromptu venue, The Dead Weather hit the stage and killed a twenty minute power set of their hottest tunes! Great energy from both the band and the enthused fans! I heard the capacity of the place was 700, and it was packed full and quite hot as well- (air conditioners don’t exist in abandoned theaters). But it was so worth the heat, the wait in line, and the trip to Downtown early in the morning to be a part of this music movement in it’s budding stages.
And to add to the depth of White III’s creative business style, he started this “Vault Member” program of which if you join for a reasonable fee, you get a monthly vinyl LP or 45, a T-shirt, other surprises and perks. Well, one of the perks for the “Vault” members, was priority admission to the store and venue. I, however am not a member (yet). So, I waited in line with all my fellow non-vault, common folk. I left after the performance, but at The Dead Weather’s second show of the day at The Mayan Theater show last night, a fellow fan was talking about a second special performance at a surprise Reverse Third Man Store opposite to the original store front adjacent to the venue.
Jack White III dressed as “Little Jack” Lawrence (Bassist for The Dead Weather), and “Little Jack” posed as White III. White III played bass with a long black wig, and Lawrence played piano and sang with a tight red shirt and some white makeup playing and singing the tune, “Dead Leaves and the Dirty Ground.” The whole room was reversed. Instead of the Third Man logo being the usual yellow, black, and round figures, it was blue, white, and with square figures. They even sold rare opposite Vinyl LPs and 45s with everything printed in reverse.
I was bummed that I missed it, because I thought the event was over. I would have loved to get at least one item in reverse because I know it’s a limited run, and anything limited by Jack White III always seems to fetch a high price on online auction sites. I’d much rather get it in person for the normal price than try and bid on a dear one! But I have a feeling he’s not done coming up with awesome events and marketing stunts! I’ll be on the alert as I plan to join the “Vault” program next time it’s available to join. And if you’re interested, check it out yourself and get in on the action with this living legend!