Jack White is a man of many interests. He seems to have a particularly strong fondness of music, but he was once a furniture upholsterer, often seem upset at baseball games, and he co-owns a sporting goods company, Warstick. The company just released a promo video for its baseball bats and other wares, and the clip is soundtracked by a brand new White song, “Battle Cry.”The 60-second video features Detroit Tigers star Ian Kinsler as “The Hitter,” a baseball player apparently haunted by Jack White. You might miss White if you blink, though: The only real good look we get at him is when he glares at Kinsler in the hallway that leads to the baseball field, where Kinsler seems to conquer his fears, whatever those may have been. This appears to be White’s first acting appearance since he was on The Muppets last year, though, so we’ll take it.
As for the song itself, it isn’t typical Jack White fare. It sounds enough like his other stuff, yes, but it clocks in at barely over two minutes and is instrumental, save for the “Hey!” chant that permeates the song. Still, it serves its purpose well: It’s mood music, and the track puts out the intense vibe the ad called for.
Third Man Records is set to release the song as a a limited edition, one-sided, gold colored vinyl 7” record for Record Store Day, and a portion of the proceeds will go to The Well for Culture Institute, a Native American charity that Warstic supports.
What do you think of the track? Are you indifferent, or are you pumped for White’s first new music of 2017? Give us a shout on Twitter and let us know.
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