Pearl Jam, as with all musical acts in 2013, knows that creating buzz around a new project requires a constant churn of fresh content: songs to stream, videos to watch, smartphone apps to amuse oneself with while one waits in line at Whole Foods.
But leave it to these grizzled alt-rock iconoclasts to remake the lowly informercial as a thing of almost-value.
Working with A-list rock photographer Danny Clinch, Pearl Jam has put together what it's calling a "short film" about "Lightning Bolt," a new studio disc due Oct. 15. And it's kind of compelling!
The nine-minute video includes performances of songs from the album, Pearl Jam's first since "Backspacer" in 2009, as well as excerpts from interviews the band conducted with pals such as Judd Apatow and Carrie Brownstein.
There's a bit of strong language, which means we can't embed the video here. But it's available, of course, to view on YouTube.