Imagine that Jack discovered videogames, chiptune and Adventure Time. The album opens with “Connected By Love” replete with gospel choir and church organ with an electronic drone and the squeal of guitars, whilst Jack pours on the seduction. Whilst “Corporation” has keyboards reminiscent of Superstition with a rallying cry of “I’m thinking of starting a corporation, who’s with me?” examining how brands are idolised as the new religion, and the cults of personality that form around them. Unfortunately with all this experimentation the consistency of quality of the songs takes a dive. The album is very much a mixed bag, and your mileage may vary with how much patience you have with Jack White rapping. When Jack White was 15 as an upholstery apprentice he used to hide records in chairs. I’m starting to wish he hid this one.
Originally published in Kirkby Extra, June 2018.
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Martin Summerfield
Monthly music columnist for the Kirkby Extra, sometimes article writer for Get Into This. Freelance writer/artist/maker. Archives
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