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?

Review

Art

Culture

Identity

4 December 2024

3 min read

Not heroes or angels: the poise of Claudette Johnson’s figures

The Turner Prize nominated artist lets humans be human.

Jessica Scott

Jessica is Assistant Professor in Christian Theology at the University of Nottingham.

An artist's portrait show a figure turnng their head over their shoulder.

Figure in Blue. Claudette Johnson.

The Courtauld.

In the final room of this year’s Turner Prize exhibition hang portraits drawn by Claudette Johnson. Monochrome pastel, blocks of coloured gouache, and the contours of Johnson’s “raggedy” lines combine to depict black women and men. Many of them are Johnson’s own friends and relatives. These are monumentally large drawings, often spanning several meters; faces and bodies rendered unmissable. I think of these portraits in between the gallery’s opening times. In the stillness of the small hours, lights off, there they still are, eyes open, in no need of our gaze to make them real. Each emphatically there.

Johnson’s point is in part political: the presence she conjures is of those who have largely been absent from the canon of art history. These are works of redress, asserting the properness of Black presence and agency in a tradition at best closed and at worst profoundly hostile to such subjects. Readings of Johnson frequently underscore the labour of her portraiture in exactly this way: They weren’t there. Now they are. But to stop here risks relegating the presence Johnson invokes to a matter of mere attendance.

It’s not just that Johnson’s subjects are ~~there~~, present and correct, but that they are there, emphatically there, allowed to be there with an imprecision and capaciousness that ultimately evades our grasp. So many of her figures appear a moment away from motion - twisting, curling, stretching, turning - on their way to some other pose not yet found. They are regularly clipped by the boundaries of her paper, slipping beyond an edge into the void of the gallery wall. Johnson’s own marks can seem to wane, from the fine shading of a face at the top of a piece, to the erratic jolts that give way at its bottom (Figure with Raised Arms 2017). The waning mark reads as a confession: I cannot capture the whole of what is here. Several of her works are interrupted by swathes of space untouched apart from a sketchy single line. In such works, bodies are outlined like unchartered territories, whole untouched worlds still evolving (Reclining Figure 2017). The presence Johnson conjures is of lives still being lived and worked out. Unhemmed by definition, malleable and alive, her subjects become more than we can see or say.

In an interview earlier this year, Johnson spoke of her intention to ‘resist the urge to present heroic figurations… that offer a radical alternative to the negative imagery out there’.[1] I am reminded of a distinction theologians have worked with to distinguish angels from humans. Angels, outside of time, choose an orientation ‘once and for all’. The angel manifests their orientation to the divine forever and always, defined by that single choice. Humans by contrast, enduring in time, cannot give the whole of themselves over to any one thing completely. They are in motion. They cannot be fixed in one orientation forever. But that unfixed-ness, that distinctive plasticity, that lack of definition, is part of their crowning glory. It’s what permits human beings to image a God who himself is without bound, limit, or definition.

Johnson does not make her subjects into heroes or angels. The presence possessed by her portraits is neither precise nor still. It’s the presence of humans allowed to be humans. Humans who, in their distinctive glory, squirm and turn and dream and regret, who forgive and are forgiven, who change their minds, who grow and wonder and forget and remember.

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