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Culture
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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
Belief
Community
Culture
Music
1 min read

Oasis: it's all gone a bit biblical at this summer’s musical moments

We’re reaching for some ancient vocab to describe our experiences together

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

A silhouette of a musician holding up shakers.
'Cast no shadow'.
x.com/oasis

A biblical narrative keeps whirring around my mind.  

In the first century, Paul – planter of churches, writer of letters, spreader of the way of Jesus – finds himself in Athens, the Graeco-Roman city where meaning is made. He wanders around this city, soaking up its culture, noticing its priorities, watching its habits. But he doesn’t do so silently. Paul pulls out his usual party trick; yelling about Jesus here, there, and pretty much everywhere, eventually catching the attention of the local philosophers. They want to hear more, and Paul finds himself thrown in front of the Areopagus, the meaning-making council at the heart of the meaning-making city. The cultural epicentre of the Graeco-Roman world, one could argue.  

Never one to miss an opportunity, Paul gets to his feet and unleashes a monologue for the ages, kicking off with this line: ‘People of Athens! I see that in every way you are very religious…’ 

Quite the opener, isn’t it? 

It’s that opening line that my imagination seems to have gotten snagged on.  

There is so much going on around me – right here and right now, in 2025 - that makes me want to find a place into which I can scream the exact same thing. There and then, here and now, I can see that in every way we are very bloomin’ religious.  

What Paul and I don’t mean by such an assertion is that everyone our contexts are signed up – hook, line, and sinker - to an organised religion. Such an assertion would be silly, considering the data tells a different story. What I’m pretty sure Paul meant, and what I know I mean is this – in every kind of way, people are searching for that which is bigger, deeper, truer than ourselves. We are directing our attention, our energy, our worship in certain directions. We are seeking ritual and practice, wrapping ourselves in stories that give meaning to our day-in-day-out experiences, stories that tie our lived reality into something that transcends it. We’re grasping for a world that is more full of beauty, truth, and sense than we imagined; pledging allegiance to our inkling that there is something more. Yup. In every way, we, the good old human race, are very religious.  

Paul said it with his chest then, I think he’d say it with his chest now. 

There are a hundred different places that I could go in order to pluck some ripe evidence for my theory – but for now, my evidence of choice is the language being used to describe the long-awaited Oasis reunion.  

‘Biblical’ 

That’s the word being used – in national headlines and personal Instagram captions alike, ‘biblical’ is the adjective of choice.  

Isn’t that strange?  

I don’t really know what people mean by it, to be honest. According to my research, they’re taking their cue from Liam Gallagher himself, who was the first to describe the band as such. Stay humble, Liam.   

Is using ‘biblical’ as the descriptor of choice a reference to the reconciliation of warring brothers? That’s certainly a biblical motif, which I guess is being played out in real-time, witnessed by those who could afford the £400 ticket (no, I’m not bitter). Is it implying that this event is so monumental, it should be canonised somehow? Written about? Memorialised? Poured over for millennia to come? Or is it a reference to the fact that what we are witnessing is the fulfilment of rumours, prophecies, hopes and expectations?  

Maybe it’s all of the above, maybe it’s none of the above. It doesn’t really matter. What matters, at least to me, is that people are wanting to express that these gigs are more than the sum of their parts; there’s something transcendent about them, something awe-inspiring, wonder-infusing. Something that feels, dare I say it, religious about them.  

It gets even more interesting, because such sentiments aren’t reserved for the reunification of the Mancunian brothers.  

I’m still stunned, curious to the point of distraction, about the fact that we – in a secular, materialist, rational culture – cannot help but stretch toward spiritual language. 

In a podcast episode recorded in the days leading up to this year’s Glastonbury festival, the DJ and broadcaster, Annie Mac, described the event as ‘communion’, explaining that ‘when you don’t go to church, you need to get that somewhere.’ On the flip side, in the days following the festival, another DJ and broadcaster, Miquita Oliver, teased the endless Glastonbury posts that were filling up her social media feeds – she jokingly stated that ‘it all gets a little churchy after Glastonbury… like “it’s heaven on earth”… can we all relax?’  

So, here we have it again – people reaching for religious language to describe significant musical events. Be it the Oasis reunion or Glastonbury – I’m fascinated by the fact that we’re not content with stating that these gigs are merely talented people doing what they do well, and in so doing, giving us an enjoyable time. Such language may be factually accurate, but it doesn’t feel true enough to us. Rather, we’re grappling with the feeling that these events feel like something we were made to experience somehow, they they’re tapping into the deepest parts of us, perhaps?  

In the past, I’ve wondered whether this is down to the sense of profound togetherness that these events provide – how they have the ability to remind us that we’re bound to each other, only if for a night. They’re a direct afront to individualism, the biggest and sturdiest lie of our age. I’ve also reflected on the fact that they instil as sense of awe within us: raw awe. An elusive emotion that can be hard to come by, but that we were made to feel. I still think all of that comes into play. 

I’ve pondered this a thousand times and yet I’m still stunned, curious to the point of distraction, about the fact that we – in a secular, materialist, rational culture – cannot help but stretch toward spiritual language. Nothing else quite hits the spot; nothing else feels quite deep enough, big enough, true enough. Religious references and language, we’re determined to keep them in our repertoire, aren’t we? Our reliance upon them betrays us. Indeed, I’ve come to see our unceasing usage of them as a crack in the façade of disenchantment. 

Oh, people of 2025 and beyond, I can see that in every way you are very religious.  

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