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?

Column

Culture

Royalty

14 February 2024

4 min read

Death focuses our minds on what really matters

From ballet tales to royal soap opera, stories shed light on Lent's dark mortality.

George Pitcher

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

In the style of a Rembrandt painting Prince Harry embraces his father King Charles.

Midjourney.ai

The season of Lent – the 40 days of penitential fasting preceding the great feast of Easter – is unavoidably about death and dying. Christians try to die to sin; the season culminates with the brutal, if salvific, death of the Christ on the cross on Good Friday and it’s said that if we, as disciples, can’t die with him at Calvary, then we can’t truly know what it is to rise with him at Easter dawn.

Those of us who attend an “ashing” service at church this Ash Wednesday, will have a cross traced on our foreheads by a priest, made from the ashes of the palm crosses from last year’s Palm Sunday, with the words: “Remember that dust thou art and unto dust thou shalt return.”

Reprising folk goddess Joni Mitchell, we’re thus reminded that we are but stardust and these bodies that we lug about are all bound towards that destination. In short, we’re all going to die.

So as signs of new spring life are appearing all around, the Christian Church starts to wallow in existential misery. To paraphrase the lugubrious Mona Lott (geddit?) from the wartime BBC comedy It’s that Man Again, it’s being so cheerful that keeps we Christians going.

Against this, I’d like to mount a case that there really are reasons to be cheerful in Lent; that, if the words of the ancient Gregorian chant that “in the midst of life we are in death” are true, then the reverse is also true, that in the midst of death we’re living life.

Dead, but alive again. Lost, but found. These are the qualities that ameliorate the dark mortality of Lent.

This thought comes to me partly because of the extraordinary reconciliation and peace that families often experience as they lose one of their loved number. And it comes partly having just watched a livestream of the Royal Ballet’s latest production of Manon. Our heroine dies in a New Orleans penal colony, having been exiled as a prostitute from bourgeois Paris, sustained at the end not by worldly wealth but only by the devotion of her lover.

It’s quite a story – catch it if you can. It contains the key tenet of faith during Lent, that love conquers death. Having embraced our Lenten mortality, that’s the truth we endeavour to embrace at Easter. And that, for me, begins to put the love back into Lent, which is otherwise bleak and bitter, like the sour wine offered to the dying Christ.

My case is that it takes our mortality to clock what’s really important. And we witness that human realisation all the time. I believe we’ve just seen it in Prince Harry’s transatlantic flight to visit the King on his cancer diagnosis. King Charles becomes simply a dad again when his son is presented with the reality and realisation of his mortality, that sooner or later he is going to die.

As it turns out, that reality turns out to be infinitely more important than whether he got a smaller bedroom than his big brother when they were boys (copyright Spare, Bantam Press).

It’s stories like these – from Manon to the soap opera of the modern royals – that put human mortality into bas relief, so that we can see it properly. But it’s particularly Harry’s mercy mission to his father that chimes, for me, with a gospel story, or parable as we call them.

It’s not one that’s about kings or weddings – or even principally about death and dying. I’m thinking of the Parable of the Prodigal Son. Plot synopsis: A landowner has two sons. The younger one asks to cash in his inheritance and travels away to a foreign land, where he spends all he has on a debauched lifestyle (cf. the Paris from which Manon “escapes”) and is reduced to tending pigs and coveting their swill. He returns humbled to the family estate, where his father welcomes him with a feast, much to the consternation of his brother.

Sound familiar? Sure, Charles isn’t God, as we assume the forgiving father to be in the parable. Nor is Harry asking to return, humbled and repentant (though we don’t know that, do we?). Nor has he been reduced to a diet of pigswill, unless California and Netflix contracts count as that.

Possibly more accurately cast is Prince William as the elder brother, who in the parable objects to his sibling’s welcome back, pointing out that he’s done all his father’s work without such reward.

Here, for our Lenten purposes, the father’s reply is key: “My son, you are always with me, and everything I have is yours. But we had to celebrate and be glad, because this brother of yours was dead and is alive again; he was lost and is found.”

Dead, but alive again. Lost, but found. These are the qualities that ameliorate the dark mortality of Lent. For royals, commoners, the trafficked, the desperate and alone, it delivers the one thing that death can’t extinguish: Hope.