Magnets? How do they work? Perhaps the single most profound question of the 21st century. The Insane Clown Posse don't know, and I'm sure you don't either, but thats not the point. The point is that this question was asked in the first place. Which leads to an even more interesting question. IN WHAT CONTEXT CAN YOU IMAGINE A RAPPING PAIR OF CLOWNS QUESTION THE INNER TRUTH'S ABOUT MAGNETS????

This is the pure genius of ICP. Theirs is an act so proposterous on so many different levels that it's "just crazy enough to work". Don't believe me? Question the loyalty of the Juggalo's and see what happens. The clowns are damn successful, rich as hell, and more popular now than they were when they first exploded onto the scene in the early '90s. That's saying something.

Now, we all know that no self-respecting music fan takes the clowns seriously; in fact they have served as one of the longest running jokes in the music biz, nearly 20 years to be exact, and admitting you like ICP (devoid of irony) is like waving a flag that reads "Slap the Tool Please". There is one indisputable truth however. The Insane Clown Posse never leave our radar. ICP is ever-present, seemingly approaching KISS territory. Sure they cannot match KISS' merchandising empire but I think it's fair to say they have earned the status of cultural icons, reserved for the few and far between. Carving such a long-standing niche, including, but not limited to, a million+ strong, face-painted army, an enormous festival hailing allegiance to the clowns (the Gathering), and constant odes to "fat chicks and Faygo" among other things it's clear that ICP are embedded in the fabric of pop culture. You can love em or hate em, but there not going anywhere. The joke is on us.

Ok, so what does this have to do with Jack White? Aside from the Detroit connection and some collabs with other artists in the past, the clown duo and Mr. White seemingly have nothing in common. White is a respected songwriter/statesmen, championing the underground; the epitome of hip. He has fronted and played with some of the most interesting and creative alternative acts of the past several years, including the White Stripes, the Raconteurs and Dead Weather. He is the last person you would expect to collaborate with this joke rap outfit. Or is he?

Jack has always been a bit of an eccentric. Dating back to early interviews it was also clear that he was a lot smarter than people gave him credit for. The White Stripes were, if you remember, hailed as a novelty act when they first hit the scene and were endlessly ridiculed for their simplistic approach to songwriting, matching outfits and obsession with the color red. Jack played it off dumb. Largely ignoring the critics he soldiered on with Meg and eventually went on to find critical and commercial success. He knew that the presentation was important and if you were willing to buy the ticket the Stripes would take you for the ride. That calculated naivete (the "I don't know what your talkin' about man. We're just a dumb rock band" attitude) only added to the appeal. Remember how nobody knew what his relationship really was with Meg? That was a calculated move. Jack can talk about it now with humor, but at the time he was dead serious. His was a mission of confusion. The same game that contributes to rock lore, managed by insightful rock icons. Did Jagger and Bowie have sexual relations? I don't know but it's now part of rock'n'roll history and we won't soon forget THOSE names. Feed the myths, allow your audience to explore their own realities; the story becomes more appealing. Jack was creating a myth about the band from day one.

Now, this leads us to ICP and Jack White. When it was first announced that Jack would be getting 'down with the clowns' it sparked collective huhs??? around the internet. On the surface it's a collaboration as implausible as it is laughable. Hip and cool teaming up with the antithesis of hip and cool. Therein lies the rub. This is a calculated move to shock and make you question and guess what... IT'S WORKING! I can't tell you how many people have had such strong reactions after hearing this news. Some of my friends were in hysterics laughing and others were just plain PISSED! And it has nothing to do with any kind of respect for Jack or a distaste for ICP. It's just plain weird, and people can't get over it. That's why it works. I repeat: This is a calculated move people! I mean, their covering (if you want to call it that) Mozart and the song's titled "Leck Mich Im Arse" for God Sakes! It makes no sense and the best part is it's a WIN WIN. ICP embed themselves a bit deeper into our conscience and Jack gets to act as puppeteer once again, wielding our suspicions and inquiries, essentially creating for himself a circus act as to appeal to that inner genius that still treasures the rock lore stories of yester-year. He's doing it because he can, because when all is said and done, he WILL be part of the bigger picture. As Hunter S. Thompson so eloquently put it "Let's get weird".