Jack White has released his first new song since his 2014 sophomore solo album Lazaretto. According to Diffuser, the largely instrumental track is called “Battle Cry” and debuted without fanfare on digital music services overnight. It’s part of a promotional campaign for Warstic, the baseball bat manufacturing company that White joined as co-owner last year.
The company has tied the track in with a new promotional film titled Warcry: The Battle Of The Hawk And The Raven, which stars veteran Detroit Tigers second baseman and Warstic co-owner Ian Kinsler alongside White and photographer Anthony “Thosh” Collins.
- The song is being made available on special limited-edition one-sided gold vinyl as part of Record Store Day at the Nashville and Detroit retail locations for White’s Third Man Records on April 22nd.
- Both the tune and the film are meant to help raise awareness and funds for the Well for Culture initiative spearheaded by the Native Wellness Institute, a group dedicated to providing training and technical assistance to Indian tribes and organizations throughout the U.S.
- Since the release of Lazaretto and its subsequent tour, White has kept a low musical profile with the exception of guest appearances on records from Beyoncé and A Tribe Called Quest and the arrival of last fall’s Acoustic Recordings 1998-2016 compilation.
- White recently revealed to the New Yorker that he has been working on new music, recording on a reel-to-reel tape recorder every day in a tiny, dark two-bedroom apartment in Nashville.