Essay
Culture
Weirdness
6 min read

CajMaj’s search for the unseen

A coffee shop queue encounter inspires Daniel Kim to consider the small moments of magic in the trivia of life.

Daniel is an advertising strategist turned vicar-in-training.

On the edge of  wintery meadow a couple and a stranger stand apart.
Searching for something.
Daniel Kim.

I was standing in a coffee shop queue one morning when I fell into a conversation with a student behind me. I won’t bore you with the small-talk pleasantries, because one way or another, we happened upon the topic of Magic. As one does. Apparently, he was increasingly, and very sincerely, becoming more open to the possibility of supernatural magic in the world. Weird. He then proceeded to tell me that he’s been practicing Casual Magic. Naturally, and with internal eyebrows raised, I asked him what Casual Magic was. According to my new friend, it’s when you see small moments of magic in the trivial moments of life - little flashes of enchantment that lift your spirits and points you to ‘something more’. He was saying how he’s increasingly found it more important to find things to be grateful for in the mundane moments of the day. It seemed to me a strangely Christian thing to say. I also thought it was a very mature thing to say and a lovely thing to hear on a Tuesday morning. But then he proceeded to tell me that you can shorten it to ‘CajMaj’ which might be the most Gen Z thing I have ever heard. That broke me.  

You might be feeling underwhelmed, like I was. I was slightly hoping to get an insight into some strange micro-culture of contemporary pagans muttering incantations under their breath throughout the day, or a crew of David Blaine mega-fans practicing Casual Magic on unsuspecting pedestrians. Turns out, CajMaj is a very familiar concept dressed up in new clothes. We all know what this is referring to.  

A swim in the river on a summer’s day; a foggy night turning streetlights into mystical balls of fire; a worn-out family at a funfair sitting on the ground looking tired but content; or even a stray sunbeam cast on a 1970s wood-chip wall while you’re lamenting on the loo about the lack of toilet paper. Yes, even that last one. In a previous life, I was a photographer and still fancy myself as a competent amateur nowadays. These are all my favourite CajMaj moments I’ve captured in the last year. For what it’s worth, my favourite kind of photography is the art of capturing #CajMaj. 

#CajMaj moments

Author's own pictures.

four images arranged 2 by 2

Instagram aside, writers, poets, mystics, and philosophers have all written about this experience in different ways.  

We have Mac Davis’ song Stop and Smell the Roses, or travel writer Cheryl Strayed's ‘Put yourself in the way of beauty’. If you’re the corporate type, I’m sure you’ve seen The Habit of Gratitude lying around on team building days (although I can’t help but think this is a barely veiled threat to stop complaining about your boss). If you want to get slightly pretentious, German philosopher, Dietrich Von Hilderbrand enjoyed writing about the ‘Poetry of Life’ while James Joyce wrote about the Epiphanies of the everyday.  

Recently, in the 21st-century streams of psychology and neuroscience,  Dacher Keltner has written about the 'quiet profundity of everyday life' in his book AWE: The New Science of Everyday Wonder and How it can Transform your Life. For Keltner, these moments of ‘being in the presence of something vast that transcends your understanding’ are essential to our happiness and even our cardiovascular system. They also make us more selfless, relaxed and more creatively inspired. So wherever you are on the romantic-cynic spectrum, a healthy dose of awe in your life is probably a good idea.  

Fun and brave 

But there’s just something I love about the new packaging of ‘CajMaj’. I think that’s for two specific reasons. The first is that the phrase is fun. We like to make things serious and overcomplicated but these moments often confront us in little flashes of joy, warmth, and whimsy and the language we use to express that should be equally joyful, warm, and whimsical. The ‘epiphany of the everyday’ doesn’t quite do it for me. Secondly, I like ‘CajMaj’ because it’s brave enough to recognise that these moments might be something outside of ourselves and our normal experience breaking into our world. Now, I’m sure most CajMaj-ers aren’t using the word ‘Magic’ seriously, but my friend in the cafe was, at the very least, using it to express something spiritual and real going on.  

This matters.  

Because if we drilled down to it - what exactly is going on when we experience these moments? Perhaps some of us, when push comes to shove, would want to interiorise and psychologise it. It’s all happening inside our minds and we’re simply projecting deeper meaning onto the world around us. We might think we’re observing something mystical and transcendent out there, but that’s ultimately an illusion. ‘CajMaj’, however, says that maybe, there really is something going on out there, an Unseen Realm, and we’re getting a taste of it. It’s not just happening inside our brains, we are encountering something real but just out of reach. Ultimately, we have the ask this question: “Is all of this just sentimental romanticism, or is it a profound moment of clarity?”  

Christians see CajMaj moments as flashes of the beauty and character of God. They are moments of spiritual encounter. But for the Christian, these moments are not just warm fuzzies or general, vague senses of awe and romantic transcendence. They tell us something real about the world. The Bible and Christian history is full of CajMaj, but they are seen as specific moments of clarity and knowledge. “The heavens declare the glory of God,” claims the songwriter in Psalm 19. Jesus himself appealed to these moments to say something specific about God:  

“Look at the birds in the air: they don’t sow or reap, yet your heavenly Father feeds them. Are you not much more valuable than they?”.  

Tim Kallistos Ware, the English bishop of the Eastern Orthodox Church, who died last year, wrote that: 

 “the whole universe is one vast burning bush permeated by the fire of divine power and glory”.  

I want to live in that universe. And I believe that I do.  

Through a glass 

These moments can tell us something about our identity, our value, and our purpose. But they need someone to make sense of it for us – something personal. We all have these moments of transcendence (twice-a-week on average according to Keltner) but more often than not it’s like a light shining through frosted glass. We might know and feel there’s something beyond it but it's blurry and out of focus. Don’t you want to pierce through that frosted glass and see what might lay beyond? That’s the promise of Christianity - and most other religions for that matter.  

Today, we tend to be turned off by institutional and formal expressions of religious faith. We generally prefer a more personal, spiritual connection than committing ourselves to external doctrines or religious systems. But these so-called systems, which are often characterised as dry  and straight-jacketing, are, in fact, vibrant paintings of what lies beyond that glass, painted by hundreds of generations of theologians, mystics, and artists far smarter and deeper than you or me. You might question if they’re right or not, but they certainly demand engagement. After all, what would be more tragic that spending the rest of your life catching odd glimpses of out-of-focus landscapes when the possibility of bright, illuminating, spiritual sunlight might just be around the corner? 

Casual Magic, CajMaj, is just another manifestation of a very human experience, but this experience comes with a promise. The promise of seeing the unseen, of unravelling the mystery of life, of experiencing the presence of God himself. It may be casual, but it ain’t trivial.  

#CajMaj

Article
Culture
Music
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?
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?