When it comes to South by Southwest, rumors are rampant. You can hardly go an hour without hearing about a secret performance by a huge artist. Once the word is out, it’s up to you to decide whether it’s worth traveling across town for something that may or may not be true. Luckily for the 1,000 people that showed up outside Third Man Rolling Record Store, the rumors were true. Guitar in hand, Jack White walked out of the trailer and wasted no time with a cover of Buddy Holly’s “Not Fade Away”. After a couple quips to the crowd, he followed the classic song with one from the recently demised White Stripes, “Dead Leaves and the Dirty Ground”. To say the audience was pleased would be the understatement of the year. Only someone like Jack White can play a 10 minute set in the street and have everyone talking about it for the rest of the festival.
Directed by: Sami Jarroush
Edited by: Ted Maider
Opening Montage by: Ted Maider and Colin Peterson
SXSW Title Graphic by: Graham Sher