Neko Case Makes Borscht, Wins Hearts

Leave it to Neko Case, singer/songwriter/force-of-nature to turn out a darling 18 minute video about making borscht.

In a recent shoot for Rookie Magazine, an online publication aimed at the interests of teenage girls (and famously headed-up by 15-year-old phenom Tavi Gevinson), Case shares her culinary talents, humor, and general life musings all while giving careful instruction on how to make the colorful Eastern European soup.

In the video, Case wears very little makeup, dons everyday gear and communicates casually as if you were her friend listening to a cooking lesson in the kitchen. In this unique, close-up window into personality, she's a joy to watch and at ease in front of the camera. The singles from her new album The Worse Things Get, The Harder I Fight, The Harder I Fight, The More I Love You sporadically play in the background, intertwined with cooking tips, entertaining stream-of-consciousness commentary and macro life thoughts.

This cooking lesson comes to us as the latest in a run of commendably thoughtful and amusing viral album promotions, including a short on Funny or Die called "Dressing Room Sessions," a Black Cab Sessions and NPR's Tiny Desk Concerts mashup-spoof, where she and the band attempt to perform the song "Man" all crammed into a dressing room at a Vintage store.

As a major Neko fan, this quirky, smart video is a little slice of heaven. As a marketer, the creative integration, authentic voice and non-traditional medium is genius. And as a person who loves to eat delicious things, I can't wait to make this soup.

Full video below: