Mad Whit Subdivides the Psyche in Striking “Yeah, She Says” Video

Multi-roling: when an actor plays multiple characters in a theatrical performance. Mad Whit carries out such an effort in the video for her new single “Yeah, She Says,” except that each distinct personification represents a part of one individual: the ego, the higher self, and the enemy within.

“The song itself describes the journey of sifting through and discarding the parts of yourself that you don't necessarily want to keep, and reforming and rebuilding the person you want to be from the ground up, then repeating this process over and over again,” says singer and multi-instrumentalist Madison Whitaker, who until now operated her avant-pop project simply as Whit. “The three characters in the video represent the forces within ourselves that are in constant battle, fighting to refine and grow into a stronger and healthier form.”

The visually arresting short, crafted by Houston videographer T Lavois Thiebaud, covers great ground with minimal accessories. That ethic mirrors the music of the newly branded Mad Whit – arty, soulful, compositionally meandering prog–pop – which often feels like multiple songs within one. Berkshire Hounds/Magic Rockers of Texas’ guitarist/vocalist Jim Campo recorded “Yeah, She Says” and Joshua Applebee mixed it at SugarHill Recording.

Guitarist in local punk marauders Sailor Poon, Whitaker gathers a crew to stage an in-person screening of the video alongside a livestreamed performance at East Austin Piano Shop (the Monk’s Jazz HQ at 501 Pedernales) on Saturday. The event also features performances from Quentin Arispe, Stiletto Feels, Crystal Voyager, Lady Fang, and Chucky BLK. A $5 suggested donation raises funds for local nonprofit Girls Rock Austin, where the host serves as an instructor.

Here’s Mad Whit, divided by three: