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?

Article

Awe and wonder

Culture

Film & TV

11 March 2025

5 min read

Why you need more cathedrals in your life

A TV tour of the ancient landmarks showcases their relevance to today.

Pat Allerton

Pat is vicar of St Peter’s Notting Hill and author of A Pocketful of Hope.

A vicar stands arms in front of himself, behind him is a cathedral

Channel 5.

There’s a moment I love every time I drive down to visit my mum. It comes on the A30 heading south towards Salisbury. You come over a brow and round a bend and then there she is, the 123m tall spire of Salisbury Cathedral. Regal, majestic, aloof, dominant. So many words to describe this glorious building. And I remember remarking to my brother one time, who doesn’t share my Christian faith, as he sat in the passenger seat, how amazing it is that without saying a word, the architecture itself bears witness to the reality of another world, another Kingdom. Proclaiming a message to that city. A lighthouse of sorts, continually pointing people to God as they sail on rough and secular seas.

For me personally, it was a real joy to get to visit six of our most stunning Cathedrals for a two-part series I presented for Channel 5 called, Britain’s Great Cathedrals – To the Glory of God. It comes at a critical moment as cathedrals now face potential financial ruin due to the Government’s recent decisions concerning National Insurance and the Listed Places of Worship scheme. Thrilling I hear you say, but before you scroll on by, suffice it to say that these developments could see the closure of many of our nation’s most magnificent landmarks! This would be a disaster, not just for the soul of the church, but also for the soul of the country. I want to suggest three reasons for that being the case, which are their unrivalled ability to inspire (pardon the pun), inform and include.

The truth is, whether you’re a person of faith or none whatsoever, you can’t help but be inspired when you see or enter one of these buildings. Whether it’s the glorious facade of Lincoln, the expansive nave of Canterbury, or the sheer strength and grandeur of Durham, these edifices were built to amaze and generate awe. Why else would I say ‘wow’ almost 900 times in just two episodes?! Take it from me, you run out of adjectives pretty quickly. But that’s precisely the point. They were built to lift the mind and soul from the drudgery of what was all too often a pretty grim existence and place their thoughts firmly on higher things. Whether they make it all the way to Heaven itself, or go no further than a vaulted ceiling, the primary mission to inspire is achieved. Would I rather someone is impacted more by the Spirit behind the stone, or the grace behind the glass, of course I would. But would I take the needle of someone’s thoughts and worldview being moved even a fraction, as they perhaps ponder, ‘what moved these people to build this? What did a society and culture believe to prioritise and shape such real estate?’, then yes, I’d take that in a heartbeat. There’s nothing in all of Britain to rival our cathedrals to inspire.

But it’s not just that. It’s the simple truth that so much of our heritage and history is tied up in these monuments of stone and glass. Artistry developed, architectural techniques advanced, and our cathedrals were undeniably and unavoidably central to the life of the nation. As such, their ability and value to inform a people about who they are and where they come from is unmatched. People might not like it. They may even push against it. But for good or ill, it’s what made us who we are. And look a little closer, and you quickly discover that most of the values that we so embrace and espouse today herald directly from the faith proclaimed in and by these architectural marvels. Secularism has done its best to sever such values from their source, but as the historian Tom Holland has demonstrated, seeking to do so is about as logical as trying to claim that the apples on the branch of a tree have nothing to do with its roots. The facts simply don’t bear it out. And what greater facts can a city proclaim than its skyline, so often dominated by ecclesial geometry. Our cathedrals are filled with the history not just of people, but the ideas that moved them and shaped Western Civilisation. Long may they continue to inform.

One of the biggest building projects we read of in the Old Testament is Noah’s building of the ark. A behemoth of a boat, big enough to house and include all. And it’s that final idea of inclusion that perhaps speaks most powerfully today. We hear it used a lot, but all too often it’s become a synonym for an approach that has no shape, no constitution or actual covenant of belonging. What draws me to the faith behind these edifices is precisely that even as the invitation goes out into all the earth, just as Noah’s did to all creation, we only enter on God’s terms. He’s the One who calls us in and gets to name and define us all. Whilst this may at first sound narrow, it is in fact the way to liberation. Joined by common bonds and values, held together by the One to whom these buildings point. The sheer vastness of cathedrals conveys there’s room indeed for all, just as the ark had space for its guests as it made its way to a new world. The invitation of our cathedrals, both in form and opening hours, goes out into all the world declaring, ‘Come! Whoever is thirsty, let them come; and whoever wishes, let them take the free gift of the water of life.’ For the message in stone for even hearts of stone is that in Christ, all can be included.

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