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

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

Belle Tindall

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?

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11 December 2024

1 min read

All this can be yours: the momentum that drives mafia states

Once abhorred opinions gain traction among the distracted nursing grievances.

Simon Burton-Jones

Simon is Bishop of Tonbridge in the Diocese of Rochester. He writes regularly round social, cultural and political issues.

Preisdent Putin stands behind a lectern with a gold door and Russian flag behind him.

What is Putin thinking?

Is there a new Cold War today? This assumption, spurred by the war in Ukraine, is challenged by Anne Applebaum in Autocracy, Inc. (Penguin Random House, 2024). Instead, she argues, there is a growing group of autocratic nations where ruling elites exercise staggering levels of corruption, accumulating wealth, eviscerating the common good and suppressing any meaningful dissent. There is rule by law rather than rule of law, where the courts become the means by which brutal, cynical state power is employed to destroy and imprison opponents.

The Cold War was underpinned by ideology, but autocratic states today support one another through logistics, resources and propaganda despite big differences in outlook. Iran, North Korea, Venezuela, China, Russia and Zimbabwe, to name a handful of autocratic nations, share little by way of common ideology, except the desire of their dictators to stay in power, both to ensure their wealth and to protect themselves from legal action. The fig leaves of religious beliefs and nationalism are often used in different combinations but fool few.

If there is a common denominator for these autocracies, it is the wish to scrap the post-war settlements – the institutions and laws that have marked global affairs since. The body of existing international law is a particular target, as its dismantling immunises dictators against judgment.

Framing the present global picture in clear, criminal terms like this is helpful. Mafia states exist, and they are growing in influence. But it is too easy for others to place themselves on the side of the angels. These kleptocracies have been enabled by corporate bodies elsewhere. In the UK, London is host to lawyers, accountants, bankers and PR experts who have helped to launder money for corrupt elites. They argue their support is legal, but it is also amoral; such is the professional framework of some of the biggest names in law and finance. London’s property market, like several other global capitals, has been grossly distorted by the laundering of foreign money, to the detriment of working people trying to afford their own homes.

At the end of the Cold War, there was a widespread sense that liberal, democratic values had prevailed and it only remained for this dye to leak into the fabric of remaining nations. Not only is this not true today, if anything the momentum is with autocratic values infecting democracies with their ways. The global technology revolution has assisted this, as once abhorred opinions and positions gain traction in the minds of distracted people with grievances, real or imagined.

There is a special hypocrisy when criminals who have stolen billions and murdered thousands claim to speak for God.

The late Chief Rabbi, Jonathan Sacks, said the key question for the new century was: who speaks for God? If the suggestion was that this is a question different religious traditions need to answer in ways that support our common humanity, we now have no shortage of dictators who say they speak for God. Their claims that other regions of the world are godless and degenerate are made time and again. Like Goebbels, they know that the endless repetition eventually wears people down until phrases become believable. No-one who cares about God’s character would claim their society reflects his character well; there is injustice, hatred and violence everywhere. But there is a special hypocrisy when criminals who have stolen billions and murdered thousands claim to speak for God.

When Jesus faced his life-defining temptation in the wilderness, the devil showed him the kingdoms of the world and promised they would be his if he ‘turned’. He also tempted Jesus to turn stones into bread. Power and wealth, the very trappings coveted by the world’s dictators. And his final temptation: to throw himself from the roof of the Temple, only to be saved by the angels. To surround himself with a loyal cadre of officers sure to protect his interests at all times.

Instead of the highway to autocracy, Jesus took the uneven and winding path of service to others. One of self-denial, deprived of the material wealth made available by his elevated position. This is the human standard we have been set and it compels self-reflection, not boasting and threats.