Article

Culture

Music

18 October 2024

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 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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26 May 2025

4 min read

Why we should mourn the death of the semi-colon

In our busy, frenetic lives, we need that small pause more than ever.

Paul Bradbury

Paul is a pioneer minister, writer and researcher based in Poole, Dorset.

A woman stands across a busy roads, looking up from her phone in a sad way.

Su San Lee on Unsplash.

In the morning news; a headline about the decline of a species. Thankfully not a rare rhino or butterfly this time. It’s a punctuation mark. The semi-colon is an increasingly endangered creature. According to recent research it has declined in use by 50 per cent in the past two decades. This on top of a 70 per cent slide in usage between 1800 and 2000. Further research suggests that 67 per cent of students rarely use it and over 50 per cent wouldn’t know how to anyway.

I’m kind of indifferent on the merits or otherwise of the semi-colon. But I at least appreciate the option. So, its value feels worth defending. Who knows what unintended consequences in the ecology of language might occur if we lost it all together?

The semi-colon was invented in the 15th century by a scholar and printer Aldus Pius Manutius the Elder (whose name might have benefited from a semicolon itself). A hybrid between a comma and a colon, the semi-colon invites a pause; it’s a moment to breathe. And it opens enough space to reflect on what might be being said between what went before and what comes after. It signals a kind of meaning in the gap. It creates a hint of resonance beyond the plain meaning of the words of a sentence.

Despite its enthusiastic use by the likes of no less than Jane Austen and Charles Dickens it has certainly come in for some stick over the years. Kurt Vonnegut famously said of semi-colons ‘all they do is show you’ve been to college.’ Who knew two marks on a page could signal such elitism? The semi-colon says, ‘you're trying too hard’. Or it might just say, ‘why did you do that?’, since so many people fail to understand what it represents. Novelist John Irvine reckoned readers ‘think the author has killed a fruit fly directly above a comma’.

So what is killing off the semi-colon? Well, if the statistics above are to be believed it could be as simple as a decreasing understanding on how to use it. Though of course there are feedback loops here. We learn grammar and punctuation as much by reading as by being taught. Others point the finger at the breathless world of social media. As more and more of our communication is constrained by space and time, the semi-colon’s quiet request for a pause for consideration is being largely ignored.

We need semi-colons if our lives are to be more than just an incessant flow of connected moments .

If this is the case then the semi-colon is another species within a kind of mass extinction which is the result of the great acceleration of our age, alongside the coffee break, lunch break, walk round the block and long stare out of the window. These are simply things that we don’t have time for anymore; we wonder if they had any value in the first place. The semi-colon is largely being replaced by the dash. Which is pretty ironic when you think about it.

Perhaps concern over the loss of this little mark is in an awareness that it’s a kind of canary in the gold mine of our culture of acceleration. The loss of the semi-colon is a sign of the loss of something far more significant: the rhythms and cadences of our lives that afford pause, reflection; that open up the kind of spaces where creativity; meaning; imagination; spirituality happen.

The semi-colon reminds me, strangely, of the Hebrew psalms. The monastic tradition includes regular communal singing (or saying) of the psalms. Typically, these poems, which formed such a key part of Hebrew worship, work on the basis of what is known as parallelism. Essentially each thought in a psalm is composed as a sentence in two lines. The two halves of these sentences are parallel, in the sense that they both make statements about the same thing. Sometimes these statements say the same thing differently. Sometimes one half of the sentence builds on another. There are endless creative ways in which the psalmists use this simple device.

When psalms are used in prayer or worship parallelism is often observed by introducing a pause at the end of the first half of the sentence. It's an odd tradition if you are not used to it. An established monastic community naturally feels the length of pause together. Visitors to a service in a monastery often end up coming in early.

Yet, with time you begin to realise these pauses are a wonderful thing. The pauses create a rhythm and time signature that invites reflection. The pause says ‘take your time, there’s a lot of meaning here in all these similes and metaphors, what might they mean to you?’ Perhaps even ‘what, in this moment to breathe, might God be saying to you?’

There’s a feeling for so many of us that life is starting to feel a bit like the final chapter of James Joyces’ Ulysses: devoid of punctuation. We need semi-colons if our lives are to be more than just an incessant flow of connected moments. And we need to learn how to use them. We need practices that make space for the undervalued attributes of reflection, daydreaming, prayer. In that sense saying the psalms may be a practice worth giving time to.

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