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?

Explainer

Belief

Culture

Leading

Wisdom

7 May 2025

4 min read

Why does the Pope matter today?

The personal, vivid link to the origins of the movement that changed the world.

Graham Tomlin

Graham is the Director of the Centre for Cultural Witness and a former Bishop of Kensington.

An Anglican bishop wearing purple shakes hands with the Pope.

The author meeting the late Pope, 2024.

There is something about the way popes are elected that captures the imagination. Whoever dreamt up the idea of black smoke for ‘no decision’, and white smoke for ‘habemus papam’ – ‘we have a new pope’ - was a genius at marketing. So much better than a press release or a tweet from the Vatican X account.

The conclave was brought to our imagination so vividly by the recent film with Ralph Fiennes. We love the idea of secret debates, intrigue, people locked away from the world until they come to a decision with arcane ancient rituals and an uncertain outcome. Was there ever a film whose release was better timed?

There are also the sheer numbers involved. There are approximately 1.4 billion Catholics in the world today – roughly the same as the population of India and China, the world most populous nations. Yet the identity of the new pope is of matters to the rest of us too. The leader of China of India is of interest especially to people living in China or India, but maybe less so for those of us who don’t. The new pope is the head of churches round the corner from where you live, or of people with whom you work, or, if you are Catholic yourself, your own spiritual leader. This appointment matters.

Yet it’s not just the optics, the drama, the numbers. And it’s not just for Catholics either. I am an Anglican, and since the Reformation of the sixteenth century, we have had in our own 39 Articles the statement: “The Bishop of Rome hath no jurisdiction in this Realm of England.” That might seem to settle the matter that it’s of no interest to English Protestants. But that would be wrong.

I met Pope Francis once. It was at a gathering of Anglican Archbishops in Rome last year. We all were led through magnificent Vatican corridors into an imposing state room, adorned with fantastic frescoes, where the white-robed Holy Father was brought in on his wheelchair to deliver a brief 20-minute homily to us all.

It was a good talk, thoughtful, well-constructed, but in many ways unremarkable. It didn’t say anything much that I hadn’t heard from other sources. Yet somehow this was different. His words carried a weight, a gravity that went beyond the content of the lecture itself. It was as if, when he entered that room, he carried with him two thousand years of church history.

The line of Bishops of Rome goes back to St Peter, the gruff, unschooled fisherman who Jesus called from his mundane life to become an apostle, and who then on, was so captured by the person of Jesus that he gave his life in the cause. I left that room conscious of the weight of the office of the papacy, even if I don’t recognise him as my direct spiritual father.

Listening to this successor of St Peter felt like you were listening to one of the friends of Jesus – and this was not just the personal quality of the man himself, but something about the office he occupied. It was a personal, vivid link to the origins of the Christian movement, the first stirrings of the revolution.

The papacy is one of those unique things in modern life - an umbilical link to the past.

Of course, there have been some pretty terrible occupants of the papal see, whose personal lives showed scant evidence of any knowledge of, or relationship with Jesus. The sixteenth century Roderigo Borgia (Pope Alexander VI) comes to mind, who despite the rule on clerical celibacy, had several children from various mistresses, won the Papacy by bribing cardinals, and made his favourite son bishop of several lucrative sees at the age of eighteen, and a cardinal at nineteen. So, there is nothing automatic about this – which is why the Protestant Reformers denied the idea of any blanket automatic papal authority.

Yet when a person of evident holiness is combined with this notion of the weight of the office, the papacy becomes a gift to all of us, linking us back to the earliest followers of Jesus – even to Jesus himself.

The papacy is one of those unique things in modern life - an umbilical link to the past. Monarchies do something similar – linking us to the past through the long line of kings and queens of England, Denmark, Spain or wherever, yet more often than not, the events they lead us back to, the process by which those families took power, reveal murky politics, bribery and bloody battles.

This is a line in history that links us to the event that, if Tom Holland’s Dominion is to be believed, has had more impact in shaping western culture than any other – the remarkable life, death and resurrection of Jesus – a radical life full of love, self-giving and transformative power – for both individuals and whole civilisations. And for that, whether we are Catholic, Protestant, Orthodox, or even, perhaps, unbeliever, we might raise a prayer - or a glass - of thanksgiving.