Jack White got his Third Man Rolling Record Store off to an attention-getting start on Wednesday afternoon (Mar. 16) at South by Southwest (SXSW), performing at its first stop, near Austin's Frank hot dog restaurant on Colorado Street.
Video: Jack White Plays "Dead Leaves and the Dirty Ground" at SXSW
Dressed in black and seated outside the bright yellow truck, White played a pair of songs -- Buddy Holly's "Not Fade Away" and the White Stripes' "Dead Leaves and the Dirty Ground" -- for an appreciative crowd that clustered around him (though the parking lot attendants were a bit disconcerted by the gathering).
White then DJ'd briefly from inside the truck before it opened for business, selling products from a side window. White himself strolled into Frank as the sale was beginning.
The Rolling Record Store plans to post up at Waterloo Records on Thursday and Friday afternoon as well, but no one is saying if White will be playing at those spots, too.