I was only mildly curious about Jack White's other, other band The Dead Weather, featuring that Kate Moss-suffering other girl from The Kills, until this trailer appeared for the upcoming premiere of their video.

Directed by commercial/promo deity Jonathan Sexy Beast Glazer, this is no mere music video, bound for the compressed hell of YouTube, oh no. This is an "event". As such it will premiere on television, mere hours before the release of their debut album.

Thanks to ShotsRingOut for prompting me to raise another glass to Michael Jackson with the following quote from the wild haired White...

“It was overwhelmingly electric working with Jonathan Glazer on this project, which feels more short film than video... I’ve never felt an intensity like I did on the set of this shoot. Absolutely violent, explosive, and poetic.”

You mean, like this?





Or this?





And this?





The press release says that "Treat Me Like Your Mother" will premiere "in full..." (oooh, can you feel the eventiness yet?) "...in the US on Cinemax on July 11th at 9:55 pm and continue to air on all of the Cinemax multiplex channels for the following five weeks. The short will premiere in the UK on Channel 4 on July 13th at 00:10."

I don't know what that means to the rest of the world, but short of Michael Jackson rising Methuselah-like from the orchestra pit at the O2 Arena, it spells a rare music video EVENT MOMENT in the US and UK.

Well done, The Dead Weather for making me care, and well done for the cinematic teaser image (above), with the font that reminds me of the excellent Butt magazine.

Un-embeddable trailer here for "Treat Me Like Your Mother" through here... Lock 'n load!


BONUS LIVE REVIEW: Our man on the ground in London Matt Hickey saw The Dead Weather's secret show last week. Read his review.