This is a very artistic video, and it demonstrates why I think Jack White is a significant artist. As you can spot, it’s filled with a lot of Jack’s favorite fetishes. Hats, knives, weird taxidermy, film noir and red haired femmes fatales. All things we’ve come to recognize as figures in Jack White’s personal innervision. And now their part of ours. Which is exactly why Jack White is a profound artist. He’s done one of the main things artists are supposed to do; he’s taken the objects of private fixation and transmused them into a recognizable signature style, to the point where they’ve entered into our own fixations. The intensely personal becomes the universal, and back into the personal again, with cherished, sacramental images passed down from artist to viewer who becomes artist and passes them on again to the next. When it’s not done with talented enough hands it falls into mere imitation or plagiarism. But in the right ones it becomes a profound act of sharing. This why I believe that what occurs between the artist/musician and the audience is not an economic transaction of buying and consuming product, but an active relationship. It is also, I think, a relationship which though it feels one-sided, benefits both sides greatly. While the artist obviously gains economically, he or she also sacrifices in terms of losing the private aspect of themselves both literally and metaphorically. They give a way a part of themselves, through which we gain emotional fulfillment, possibly some kind of absolution. Again I have to bring up John Lennon, who was right to paint himself (though half-jokingly) as Christ figure, and which he indeed did become in an all-too flesh and blood manner. The idea that pop culture has surpassed religion in providing spiritual solace to the masses may sound presumptuous, but it gains elevation when I replace ‘pop culture’ with ‘art’. Thus, our exemplary Jack White has, in music and in visual media, gathered his collection of esoteric interests and brought them into the broader culture as art, wherein they have affected the minds and habits of impressionable fans, some of whom now go about sporting hats because they have seen Jack do so. That, I believe, is our modern contemporary holy communion.