FRIDAY, APRIL 27, 2012 |
Posted by: Joe Puglisi
Jack White's first solo effort finds the blues pragmatist drinking his own kool-aid, with very enjoyable results. White's Third Man dogma seems firmly rooted in pop culture nuggets-- singles with popular comedians like Conan and Colbert, pairing JEFF the Brotherhood with ICP, wacky production values and innovative vinyl products, the list goes on-- and the strategy has proven a resounding success. The brand of Third Man Records is strong, so what should we have expected from its CEO? A flop? White established his prowess as a musician way back during his time in The White Stripes, and each successful project following the duo has only strengthened his own chops. As the head of a marketing machine, he is smart and sly and a bit Wonka-esque-- but as a musician, he's humanized, and that's a good thing.