Article
Culture
Music
5 min read

Jack White’s breaking the biggest rule in rock 'n' roll

What if the greatest cultural moments were the ones barely anyone saw?

Belle is the staff writer at Seen & Unseen and co-host of its Re-enchanting podcast.

A close-up of the black label of a blue vinyl record

If one of the most famous rockstars on the planet is playing the best shows of his life, and no one is there to witness it – is he really playing them?  

I ask because Jack White, one of the most celebrated and iconic musicians of the 21st century, is playing the best shows of his career. The thing is, barely anyone knows that they’re happening. Not because they don’t care, but because he’s made it that way.  

This is White’s ‘No Name’ tour: a critically celebrated string of shows that almost nobody is going to.  

And therein lies the magic.  

In the summer of this year, he released his ‘No Name’ album with no press, no marketing, and no apparent plans for a tour. Instead, Jack released this body of work into the world and simply told his fans to tell their friends about it – ah, word of mouth, the marketing strategy of old.  

It must have worked, because the nameless album was incredibly well received by critics and fans alike. Apparently, the ever-enigmatic Jack White has still got it. And now finally – finally - some live shows are being announced.  

Kind of. 

Each show is being announced only days in advance, the marketing is non-existent, the venues are tiny, and the tickets are… affordable.  

What is this? Some kind of cruel trick? 

It’s all so odd, so seemingly illogical, that Jack has had to confirm that this is it. This is no trick, no gimmick. This is, in fact, the tour. Reassuring his fans via social media, he wrote 

‘Lotta folk asking about when we are going to announce ‘tour dates’, well, we don’t know what to tell you but the tour already started at the Legion a couple of weeks ago… People keep saying that these are ‘Pop up shows’ we’ve been playing, well, you can call them whatever you want, but we are on tour right now.’ 

He added,  

‘These are the ‘shows.’ We won’t really be announcing dates in advance so much, we will mostly be playing at small clubs, back yard fetes, and a few festivals here and there to help pay for expenses.’ 

And that’s exactly what he’s been doing. One such show recently took place in Islington Assembly Hall in London – and it’s been hailed as some kind of ‘off-the-cuff wizadry’. That’s quite the review, isn’t it? What’s more impressive: it’s pretty much the only kind of review he’s been getting. I’ve dug deep, and I’m yet to find someone who was in that hall who didn’t leave it completely bewildered by how dazzling of an experience it was. Jack is disobeying all the rules, and it seems to be working in his favour. While on stage in Islington, he told the crowd,  

‘This is the kind of rock’n’roll you’re not gonna get at Wembley stadium for £400’ 

This is an obvious swipe at Oasis’ reunion tour, which will take place next year in stadiums across the country. The tickets to these shows caused somewhat of a storm, as fans were simply priced out of what will no-doubt be a momentous string of events. And this isn’t the reality for Oasis fans alone, ticket prices across the board rose 23 per cent in 2023, which sits on top of the 19 per cent rise in prices since the pandemic. And we in the UK and Europe still have it far cheaper than those in the US. While I was at Taylor Swift’s (not at all cheap) Era’s tour earlier this year, I met a girl who had flown from New York to Cardiff, she explained that doing so was cheaper than trying to watch the same show in New York.  

It’s utter madness. 

Live music shows are becoming bright and shiny sensory extravaganzas, and the amount it costs to witness them is reflecting that. And listen, I’m not bashing these mega-sized shows. I go to my fair share of them. I look forward to one day telling my grandchildren about that time I nearly got Oasis tickets.  

But I can’t help but feel that the real magic is happening elsewhere. It’s happening in the tiny venues, witnessed by tiny audiences, who have paid (comparatively) tiny prices. And I think Jack White’s intimate ‘No Name’ tour might be proving me right.  

In 1975, Bob Dylan similarly defied all the ‘rock-star’ rules and embarked upon the now-mythic ‘Rolling Thunder Revue’ tour. For eight months, Dylan drove a tour bus (yes, he actually drove his own tour bus) full of his friends into small towns with small venues. The marketing for each show consisted of paper flyers that were handed out mere days before the event, as if a travelling carnival was about to rock up. It was unusual, to say the least. These shows were notoriously messy, and long, and changeable, and odd.  

In short, they were great. Truly great.  

The modesty and mystique of it all meant that these shows have passed into legend – the live recordings of these performances are regarded as some of Dylan’s very best work. And so, surely, both Dylan’s and White’s defiant tours teach us something - they teach us that there’s a good kind of small. Indeed, there is a great kind of small. They suggest that ‘big’ doesn’t necessarily (and certainly doesn’t exclusively) equate to ‘success’.  

What if rumours, reviews, and recordings of a show played to 2,000 people could have more impact than a show played to 100,000? What if the intimacy and connection formed in town halls and tiny clubs rippled into the decades to come? It’s an upside-down way to think of things, but what if the greatest cultural moments were the ones barely anyone saw? What if (and stay with me here, especially you swifties. I’m one of you) these mega-tours are actually quenching creative mastery? What if the smartest thing an artist could do was defy all the rules? What if humility is the source of all greatness?  

We seem to have got to a place where we’re surprised that Islington Assembly Hall could be the backdrop to Jack White doing something truly special. And so, I wonder - it’s proper counter-cultural stuff, but do we need to learn to not despise the small things?  

Are Jack and Bob the odd ones, for kidding themselves into thinking that small can still be successful? Or are we the odd ones, for ever assuming otherwise? 

Article
Awe and wonder
Christmas culture
Culture
Music
7 min read

If you think Christmas is ‘right’ you’ve got it wrong

Contrasting cathedral Christmases conjure world-changing subversion.
A carol singer looks down while candles flicker.
Coventry Cathedral.

Christmas.  

The very word is loaded with associations and memories and history and meaning. Just looking at it written down conjures up years of my childhood and particular feelings and impressions and smells. And for good or ill, it seems that that’s the case for most people. Ask any group of individuals for the three words that represent Christmas to them, and you’ll end up with myriad different answers – and an argument about why each person is right and everyone else is wrong! 

Interestingly though, Christmas has changed in meaning for me in recent years. Ever since Covid in fact – that weird, strange, historic, awful-in-many-ways-but-unexpectedly-good-in-others period, that already feels like quite a long time ago. Christmas had one significance before it and another afterwards, and the latter is actually much more important.  

It was a place that stamped it into my mind; two very different experiences of it, with the second one over-writing and enriching the first. It was Coventry Cathedral.  

So. Every year for the 20 years before Covid, we went to the cathedral on Christmas Eve for an afternoon service called The Road to Bethlehem. My husband had been going nearly all his life, having been a chorister there from the age of seven. We gathered with a big group of friends and acquaintances into an enormous rag-tag choir, first for a rehearsal in the undercroft beneath the cathedral before going upstairs to join the equally enormous orchestra for a bit more practice before the service itself. Everyone was in Christmas jumpers and antlers and sparkly earrings, and the conductors of both choir and orchestra had to stand on boxes so we could see them and they could see each other. It was the only time each year that all the singers and players came together, many of them teenagers home from uni, and the whole atmosphere was buzzy and excited.  

In addition to all the hundreds of musicians, gradually then the congregation began to pour in – masses and masses of children among them, nearly all dressed up in nativity costumes. There were crowds of shepherds and angels, hordes of wise men, smatterings of Marys and Josephs and a good crop of baby Jesuses, along with Batman and Spiderman and plenty of princesses who came along for the ride. And all of them during the service moved round the cathedral, from Nazareth at the start, via the nasty innkeeper who told them to clear off, no room in the inn (aka the Lady Chapel), to the hills full of sheep behind the altar, and fetched up in the stable down by the font at the end – with the choir and orchestra belting out appropriate carols at each stage. It was absolute mayhem, with babies yelling and small shepherds whacking each other with light sabres and our friend Mark – a professional tenor – singing sublimely overhead as Angel Gabriel. The cathedral was packed to groaning and at the close, when everyone was asked to light the candles they’d been holding throughout, it was also filled with light and heat and noise as everyone bellowed ‘Oh Come All ye Faithful’ at full volume, the trumpets and tubas giving it large and the kettledrums and cymbals thundering and crashing. It was exhausting, but so wonderful. 

And then, 2020. 

We didn’t think we’d get to the cathedral at all that year, but the decision was made to hold mini carol services – five of them – across two weekends, sung by small groups from the cathedral’s own choirs, with congregations being admitted by ticket to sit in household clumps, face masks on and no joining in please. It was dark when we got there, and raining, and the streets in Coventry were empty. The people attending the service, not many of them, were stretched in a silent line outside the doors, big gaps between them, masks on, no talking. Inside too, the lighting was low and chairs stood in lonely islands of two, empty acres of space between them (though my husband did firmly go and get a third chair so he and I and our daughter could sit together). I didn’t realise that the lady who let us in was someone I’ve sung with for years – her hair had grown and I couldn’t see her face or hear her voice properly, and when a small choir of girls filed silently in followed by the director of music looking extremely severe, I found it difficult not to cry. In fact for a considerable part of the service I did cry, which was such a pain as it misted up my glasses and I couldn’t wipe my eyes or nose because of the wretched mask.  

But something interesting happened as I sat there struggling with all of this. Because, I think, of the quietness and the emptiness, I started to notice the cathedral itself – to feel its presence around me, to see its bones. There is an enormous tapestry there behind the altar, a vast portrait of Christ – strange and distorted and Picasso-like, full of symbols and odd colours – and it is very cleverly lit so that nearly all of it is in shadow except for Christ’s face, with piercing eyes that seem to look directly at you wherever you stand. In front of it are flights of highly stylised wooden doves fixed to the tops of the choir stalls, silhouetted against the tapestry as sharp crisscross shapes. There were lines and lines of tea lights on the ground along the steps, around the base of the pulpit, across the altar rail – like twinkling necklaces of light, reflected in the polished stone floor and casting strange upward shadows on the faces of the choir. And not singing and not joining in the spoken stuff meant I really began to listen – to the quietness of the building, to the sounds from the city outside, to my daughter breathing next to me, to the words of carols I know so well that I stopped hearing them years ago. It was like a sort of warmth creeping over me – I could almost feel it coming up from the floor and gradually making me feel better.  

One of the canons gave the address. She looked as if she had been crying herself. ‘It’s not right, is it!’ she cried passionately. ‘That we’re separated from the people we love, that so many are afraid, or sick, that millions have lost livelihoods and now fear for the future, that our young people are missing out on friendships and education, that there’ll be empty places at so many tables.’ But, she went on to say, Christmas has never been ‘right’, not from the beginning. ‘Think of Mary’, she said. ‘So young and so vulnerable – having to give birth to her first child without her mother and aunties, not even with a proper roof over her head or a bed to rest on. Just a pile of straw and a man who wasn’t sure he even wanted to be with her at that point.’ I thought of my colleague, about to have her first baby, with her birth plan and her ‘nesting’ and her husband spending half the night wrestling with the new pram – so loved and precious, not lonely or homeless or disgraced.  

‘And what about the shepherds?’ the canon continued. ‘Outcasts, forgotten ones, the lowliest of lowlies, poorest of the poor – but it was they who the angels visited. And it was only common sense that took the Wise Men to Herod’s palace. They were seeking a king after all… but they couldn’t have been more wrong, could they!’  

Christmas is always all wrong, in other words. It’s meant to be. It’s meant to subvert the order of things, to teach us new lessons, to get us to think differently. So in many ways, the horrible upside-down 2020 Christmas with the world in disarray was just like the first one. And as with that one, there was light and wonder to be found, which darkness has never quenched yet. 

It doesn’t matter, I don’t think, whether you believe or don’t believe in the existence of God: the fact is that the nativity is an extraordinary story that has guided millions of people for centuries, and inspired and comforted and influenced them in all kinds of ways. Even by itself, that is amazing. And the miserableness of Covid and upset and disruption and spoilt plans were – weirdly – the reason that I heard the story differently that year.  

It is all right for things to be all wrong.  

And because of hearing it like this, I have found that it’s given me a new kind of resilience – a higher capacity for tolerating wrongness; a cheerfulness that is not entirely centred in everything being fine and everyone behaving beautifully. Which, let’s face it, is just as well… and probably the very best gift that Christmas can give to anyone. 

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