With no warning and fanfare, Jack White dropped his surprise new song “Battle Cry” on streaming services Thursday night, the rocker’s first new music since 2014’s Lazaretto.
On Friday, White and Third Man Records revealed the scorching instrumental would serve as the walk-up music for Detroit Tigers second baseman Ian Kinsler, who along with White co-owns the baseball bat company Warstic.
“Battle Cry” also soundtracks the promotional film War Cry: The Battle of the Hawk and the Raven. The ad stars Kinsler, White and Anthony “Thosh” Collins of the Native Wellness Institute. In the video, White portrays “the Raven,” a “shadowy trickster spirit” that haunts Kinsler’s “The Hitter” while the latter faces down a pitcher.
In addition to the streaming option, Third Man will drop a limited-edition one-sided gold-colored 7″ of “Battle Cry” on Record Store Day, with the single available at Third Man’s Detroit and Nashville outposts as well as select independent record stores.
A portion of all “Battle Cry” proceeds will be donated to the Native Wellness Institute’s the Well for Culture Program, which “promotes the well-being of Native Americans through youth and adult programs and training that embraces the teachings and traditions of Native ancestors.”
Watch the War Cry short film and listen to “Battle Cry” in full below: