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

Culture

War & peace

21 March 2024

4 min read

Letter from the Balkans

An audience with a crown prince tells the story of troubled lands and resilient inhabitants.

George Pitcher

George is a visiting fellow at the London School of Economics and an Anglican priest.

An orthodox cathedral, with prominent roof domes.

St Sava Cathedral, Belgrade.

Ben Asyö on Unsplash.

It’s only halfway through our supper by Stone Gate, the most ancient entrance to the old citadel of Zagreb, Croatia’s capital, that we realise votive candles are burning in the archway outside. Closer inspection reveals three or four simple pews before a niche shrine to Our Lady and the stone walls covered with inscriptions to the local deceased.

Families, young and old but mostly young, gather in the gloaming for their dear departed. This is a profoundly Catholic site and the little restaurant, brightly lit and jolly, nevertheless feels reverential and on holy ground. Some 80 per cent of the population of Croatia is Roman Catholic, while just 3.3 per cent are Serbian Orthodox.

A five-and-a-half-hour bus ride east and we’re in Belgrade, capital of Serbia. Here, the proportions of the faithful are almost exactly reversed – 81 per cent are Orthodox and a little under four per cent Catholic.

These statistics serve as a grim reminder of the phrase that entered our political lexicon in the first half of the 1990s: Ethnic cleansing. In that civil war, as the former Yugoslavia broke up into its constituent republics, Croatian Serbs and Serbian Catholics – those who survived, that is – were displaced.

So we’re less likely to see the kind of Marian devotion that we witnessed in Zagreb being honoured in Belgrade. This is essentially a technical, creedal difference between Catholicism and Eastern Orthodoxy, in how the incarnation of the Son proceeds from the Holy Spirit. It’s no big deal theologically and shouldn’t detain us. But it quietly points to the fragility of peace, not to say democracy, in the Balkans.

A fresco of the Christ in its dome has a bullet hole through the forehead, not so much crucified as assassinated.

A mural depicts an icon of Christ with a bullet hole in his forehead.

HRH Crown Prince Alexander, head of the Royal family Karadjorjdevic, which ruled the kingdoms of Serbia and (later) Yugoslavia until the Second World War, carefully refers to it as “democracy at midnight” over coffee in the Blue Room of Belgrade’s Royal Palace. He returned to his ancestral home when Slobodan Milosevic was deposed at the millennium.

The Crown Prince helped his country return to democracy by uniting the opposition which defeated Milosevic in the elections of 2000. Even today, he calmly states that western democratic leaders often fail to understand how the mindset of eastern autocracy works and agrees that it is “work in progress”. Eternal vigilance is key.

In this context, the Serbian Orthodox Church is doing well, but it’s also still work in progress. Under communism, a substantial number of Serbian bishops were appointed by the Soviet regime, for purposes of control and information gathering. That culture wasn’t cleansed overnight, nor has the communist legacy been entirely expunged from the Church.

“You’ll see what I mean when you visit our family chapel in a moment,” the Crown Prince tells me. Sure enough, a fresco of the Christ in its dome has a bullet hole through the forehead, not so much crucified as assassinated. Prince Alexander will not restore it, so its serves as a constant reminder of what can be. His guiding principle is that “only dictators alter history.”

Elsewhere, our guide points to desecrated icons and the ghostly shadows of Soviet insignia on marble pillars. Alexander is an unassuming and modest man, referring to the 18 Serbian parties he convened at a conference in 2000 as “the democracy by email”.

When we’re joined by his wife, Crown Princess Katherine, she corrects this, proudly stating that her husband returned democracy to the region. There is probably some truth in both their versions of events. The consequence of that could be a restoration of a constitutional parliamentary monarchy in Serbia – we’ll see, or perhaps our successors will.

From the Palace, we visit St Sava, called a temple but really the Serbian Orthodox cathedral consecrated to the memory of the founder of the national Church. This, again, is work in progress. Started in 1935 and only now approaching completion, it’s a paradigm of the troubled contemporary history of Serbia. Communists have razed it and Nazis have parked their trucks and tanks in it.

It is unashamedly modern, though it honours ancient Byzantine mural and fresco methodologies. Its biblical stories in gold leaf use the traditional crafts, linking Belgrade to its ancient past, whatever despots may have done to interrupt its devotional history. We’re linked to the palace we’ve just left by enormous doors, inscribed with multi-lingual prayers of welcome, donated by the royal family.

Perhaps the allegory it offers is best illustrated by the image of Christ – no bullet hole now – in the dome, which was built and raised, centimetre by centimetre, from the ground. All 4,000 tonnes of it. The metaphor of rising from the ashes of war writes itself.

And that’s the takeaway from Belgrade. Serbia – and the wider Balkans – suffered a 20th-century of unfathomable bleakness. Its people have endured and their spirit isn’t broken, a moral exemplar for western Europe. Belgrade resonates to its folk music and young laughter over broken bread and wine outpoured (gosh, do they eat and drink – for who knows what tomorrow holds?).

The phoenix, which naturally shares Greek roots with Serbian royalty, would be the go-to cliché for the cyclical regeneration of Belgrade. But as this city approaches Easter, there is of course something else more fundamental going on.

Belgrade has faith in itself, as well as the God who has delivered it. It’s a resurrection story really.