The White Stripes - You Don't Know What Love Is (You Just Do As You're Told)

What this video is

Released in 2007 at the height of The White Stripes' commercial and critical peak, this video captures the band performing in Iqaluit, Nunavut — one of the most geographically remote concert settings in music video history — during their landmark all-Canada tour. The tour was a deliberate anti-spectacle statement, rejecting arena rock excess in favor of intimate, geographically marginal venues. The Arctic setting…

Why it matters

A defining document of the 2000s garage rock revival and the White Stripes' distinctive two-piece minimalism. The video's extreme northern location and verité aesthetic reinforced the band's anti-commercial mythology. As part of the Under Great White Northern Lights production, it stands as a rare…

The director

Brendan and Emmett Malloy are Los Angeles-based brother directors who began their careers in the early 1990s making surf films and movie trailers without formal film school training. They transitioned into music videos in the late 1990s, directing for…