Forever the early adopter, Jack White has followed in Bob Dylan's footsteps, taking cues from his groundbreaking Like a Rolling Stone video, this time offering a 3-in-1 interactive video experience for his new single, That Black Bat Licorice.

The video contains live action, animation and an oddly alluring head-banging scene. By pressing buttons “3” or ”B” viewers can switch between the three formats, dramatically minimising any chance of blasé, disengaged viewing.  

Last year White released an LP that used special production techniques to hide two secret tracks and back in 2010, his The Triple Decker Record contained a seven-inch single encased in a twelve-inch record and on record store day, in Lazaretto, he produced the world's fastest record. It's fair to say, White is an old hand when it comes to regenerating traditional formats.  

Co-creation, collaboration and interactivity are the key terms here. The days of a strict divide between artist and fan are over. Now, fans can be part of the artistic process, and musicians like White are realising the potential of this.