And it was AWESOME!!!!
This afternoon, Jack White rolled up to SXSW in a yellow-and-black truck … aka the Third Man Records Rolling Record Store! The truck functions as part record store, part recording studio and is completely rad!
To get things rolling for his new label's first showing at SXSW, Jack pulled out his ax and performed right there in the parking lot! That's just how he do!
Check out the video (above) to hear Jack rock out to a Buddy Holly classic AND the White Stripes jam, "Dead Leaves and the Dirty Ground."