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.

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

America

Conspiracy theory

Culture

Politics

10 April 2024

5 min read

Will America succumb to the undertow?

A returning expat asks if an exhausted majority is, in fact, asleep.

Jared Stacy

Jared Stacy holds a Theological Ethics PhD from the University of Aberdeen. His research focuses conspiracy theory, politics, and evangelicalism.

A sleeping voter sits and snoozes next to voting booth.

'Which One?'

Nick Jones/Norman Rockwell/Midjourney.ai.

Dietrich Bonhoeffer famously made a decision to return to Germany before the outbreak of the Second World War. The year was 1938, and he was visiting America for a second time. Instead of taking a theology teaching position in New York that would’ve kept him above the fray of a deteriorating social world in Germany, Bonhoeffer’s sense of spiritual responsibility drove him to solidarity with the German situation.

I’ve thought about Bonhoeffer a lot these last few months as our family is making a transition back to the States during an election year. Not because I’d ever directly compare our move with Bonhoeffer’s. But because I’m anticipating the “shock” of returning to a deteriorating social world. Unlike him, our decision to return is far more modest and expedient. Still, we’re often asked by our friends here in Scotland, “why go back?”

My immediate answer is straightforward and entirely different than Bonhoeffer: we did what we came here to do. Our visas are up; I’m defending my PhD this month. But behind these questions of expediency, I do feel the weight of an existential question, one directed towards myself as much as it is towards America.

And that question is “who is going back?” Because after three years, America has changed to us as we’ve changed ourselves.

The persecution confronting white Christians in America is the soft persecution of opulence diffused in the ordinary.

With that change comes new choices and new questions that didn’t confront us years ago. Returning to America has us asking questions like, how do you talk to your school-aged kids about active shooter drills in their new school? How will we navigate the racialized social scripts that pervade not just American communities, but also American churches? How will we re-enter a job market that ties production to basic health care?

We’re bracing for the shock of going back to America. It will be more difficult than leaving ever was. Not just because we’ve changed, but also that the American situation has grown more extreme while paradoxically denying that change.

We’ve discovered that if American Christians are persecuted at all, it’s not from President Biden’s “corrupt regime” seeking to jail Trump or secure power through another “rigged election.” No, the persecution confronting white Christians in America is the soft persecution of opulence diffused in the ordinary.

As an expat returning to America, I wonder if this exhausted majority is, in fact, asleep.

Perspective changes everything. The outsider’s view of America careening towards a crisis of democracy and a social fabric rent at the seams isn’t felt as much by those who live within its social world, whose experience of the mundane obscures the poly-crisis pressing our social fabric at the seams. How did we get here?

Researchers discovered an interesting demographic cohort in American life, you might have heard of it. It’s called the “exhausted majority.” It refers to an ideological diverse cohort at the center of American life that has all but disengaged politically. Researchers began to talk about this “exhausted majority” in 2018, before the pandemic, before a less-than-peaceful transfer of democratic power. The hope was, then, that this “exhausted majority” might be mobilized to fend off polarization and extremism. As an expat returning to America, I wonder if this exhausted majority is, in fact, asleep.

What has become of this exhausted majority? In the wake of 2020, America underwent significant backlash and retrenchment. This affected churches, too. Friends who are pastors tell me churches in their communities have “re-sorted” along partisan lines. One pastor suggested the election might not divide churches this time, as much as partisan-determined churches might contribute to social division. Polarization has worked its way from the outer edges of American life to the very center. It does this work silently, mediated by our reliance on algorithms, a life conformed to and captured by digital architecture.

There’s an element of surprise here, at least for us as we return. Because what we experienced as the collapse of our social world in white evangelicalism—a world that we no longer are at home in— I’ve found is still very much active, very much automated—like survival reflexes—still providing an artificial coherence and plausible deniability amidst a deteriorating social situation.

This retrenchment and backlash creates a dangerous condition: an undertow. For so many, life goes on as normal on the surface, while democratic institutions are pulled apart beneath. America is caught in a rip current, but asleep on the surface. This undertow partly explains, at least to me, why all the talk of “the crisis of democracy” doesn’t register with many Americans.

A recent survey found that more than half of Americans haven’t heard the term “Christian Nationalism”—in spite of a flurry of academic and popular discourses on the term, often at the center of “crisis of democracy” rhetoric.

The fact is, Rome wasn’t built in a day, and it didn’t fall in a day, either. The Senate handing over power to Caesar one day didn’t do much to alter the mundane early morning routine of bread makers in Rome the next day. Tyranny dawns, but the ordinary continues. The routine of the mundane and ordinary, of bread and circuses, makes talk of a democratic collapse seem just another political game, a distraction from all the amusement that Neil Postman observed might be our death.

As we return to America, reflecting on who we’ve become and the responsibility of faith, I’ve found myself considering the difference between being fated and being holy.

Fate confronts us as necessity. The holy confronts us as something other. And this “other”—at least for Bonhoeffer—was the freedom of God. And I can think of no better prayer for the church in America in the coming years to maintain in ourselves the crucial distinction between fatedness and holiness. To not confuse the expediency of partisan games with the responsibility made visible in the light of the central claim of Christian faith in the body of Jesus Christ. The Crucified One, not the fate of Western Civilization, determines what it is to be the ekklesia, the “called out” community, both free and responsible, never fated.