So is it a vanity trip? A supergroup? A side project or just four blokes with guitars? Who knows? Who cares?

Now overshadowed by the ugly spectre of a coca cola advert, this album started off as a mess about in Brendan Bensons bedroom studio long before then and promises so much, Jack Whites consistent rock brilliance and Bensons pop sensibilities make a mouth watering prospect on paper and for most of this album, it manages to deliver. 

The single ‘Steady as she goes’ is easily the finest thing here but the sweet country influenced rock of ‘Together’ gives it a run for its money as does the swamp rockin’ ‘Level’complete with crunching Thin Lizzy style guitar licks.

Jacks partner in White Stripes crime, Meg White is a drummer so unconventional  she makes the best drummers sound generic so it is strange to hear Jack White backed up by proper drumming and a bass player and with Jack White morphing into Robert Plant with each release, here, the transformation is complete. Having said that, the title trick is so Zeppelinized it’s almost a pisstake. 7/10

Chris Todd