“What can I do?”, the debut video from newly signed Third Man Records outfit The Black Belles, is shot in black and white and dons a distinctive feel reminiscent of The White Stripes. That is why it comes as no surprise that the man behind the camera, directing the fresh femmes, is Jack White himself.
The group—comprised of Shelby Lynne, Olivia Jean, Ruby Rogers and Erin Belle—was originally discovered by White in 2009 and claims a sound heavily rooted in the soul and garage rock of the ’60s.
For the video, White managed to compliment the raw, distortion-laden feel of the track by combining a dark studio with harsh lighting and dressing the group in all black matching outfits. It seems that The Black Belles share his lo-fi, do-it-yourself technique to writing and recording, which lent itself to the cohesiveness between their audio track and his approach to the music video.
