MTV Video Music Awards

Stephen Colbert Convinces Jack White To 'Sell Out': Watch

Stephen Colbert Convinces Jack White To 'Sell Out': Watch

This week everyone's favorite egomaniacal faux-pundit, Stephen Colbert, is putting on his own music festival: StePhest Colbchella '011. Though the series kicked off Monday night with an interview and performance from Bon Iver, last night (June 21) Colbert premiered a the first installment of "2011: A Rock Odyssey." Watch below.

On a quest to revive his music career -- as the story goes, in the '80s, Stephen and The Colberts released their "Billboard eligible" new-wave stalker-anthem, "Charlene (I'm Right Behind You") -- Colbert has found the perfect mentor and producer: Former White Stripes frontman and owner of Third Man Records, Jack White.

Colbert and White sat down at Third Man headquarters in Nashville and talked about all things Bob Seger (Colbert performs quite an a capella medley of Seger classics), and Colbert came up for a clever new marketing campaign to use the White Stripe's seminal "Seven Nation Army" as a way to sell yogurt.

Below you can also check out last night's musical guest Florence & The Machine, who performed, "Dog Days Are Over."