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? 

Weekend essay
Art
Culture
9 min read

Wonder walls: will Manchester’s creativity save the city?

Manchester newcomer, and new bishop, Matthew Porter is bowled over by the city’s enrichening creativity.

Matthew Porter is Bishop of Bolton, in the diocese of Manchester. 

Looking down on a man walking across a grid of large black and white portrait photographs of people's faces
The 'Inside Out: This is Manchester’ installation.

Manchester is the place to be. So thinks fashion house Chanel. It recently hosted its renowned annual Métiers d’Art show in the British city, billing it as ‘one of the most effervescent cities of pop culture and an avant-garde one, whose bands, spanning all genres, have changed the history of music.’ So thinks the English National Opera, who have just announced that Manchester is to be its new home. And so, think the investors who have pumped £242mn into Aviva Studios, a stunning new arts centre, billed as the most important arts venue in the UK since London’s Tate Modern gallery. 

Cultural mix 

Having recently started as new bishop in the Diocese of Manchester, I feel like I’ve arrived at a time of exploding artistic vibrancy, with the city and region rising to new cultural heights. The mix is rich and potent, edgy and interesting, young and confident, strong and loud. And yet not far from the coolness and affluence it brings there are still many areas of urban dreariness and scruffy social housing, often linked with deprivation and deep poverty, telling a different story of those who feel they’re being left behind, deficient in ambition and lacking in hope. Manchester is a real cultural mix. 

Despite these contrasts, you can’t ignore the fact that much of Manchester is humming. The symbol of the city, the ‘Manchester Bee,’ feels apt and has rightly been revived, for it represents hard-work and industry, something the area is becoming known for again. But it’s a new kind of industry. It’s not the hard factories of the cotton mills but the softer artistic endeavours that are reclaiming the spaces and setting the tone. Astute and celebrated, the Mayor of Manchester Andy Burnham recognises and champions this, declaring recently that it’s the creative industries that are now the fastest growing sector in the city. 

As a newcomer to the region, I’ve been wondering what I should make of all this artistic entrepreneurship. Is it good? Is it important? Is it helpful? To help answer these questions I decided I needed to see what all the fuss was about and so I visited the newly opened Aviva Studios. 

 Nestling in the heart of the city, on a riverbank, the venue is located in the renovated Granada TV studios building and provides a vast space for creativity. It’s already the home of the Factory International music label and the Manchester International Festival. I was keen to understand the vision and understand why so much time and energy and money has been invested in such a space. I wanted to know if it really is a landmark space for contemporary arts in the UK, especially in the North of England, and whether I’d be back. 

So, I visited on the first day of the venue’s official ‘Welcome’ to the general public. There’d been a series of soft launch events which included Free Your Mind, a large-scale, interactive hip-hop dance reimagining of The Matrix, directed by Oscar-winning film-maker Danny Boyle. But this was now ‘open to the world’ time. I turned up with grown-up members of my family who work in various creative sectors and who were keen to explore, aware that the warm-up events had already garnered great acclaim from The Times to Aesthetica magazine. We entered and took in the aroma of fresh coffee and the bustle of noise, as a small crowd of diverse ages gathered round a pop-up stage enjoying the creative reading of a children’s story. The foyer stage was transformed every hour into something new: first a space for musicians, then actors, then artists and dancers, all entertaining and encouraging participation. It was fun and vibrant, with an intriguing and inviting family-feel, drawing people in. 

Connective art 

Good art does that. It attracts. It reels you in, not just to observe, but to get involved. I experienced something of that as we stepped outside and enjoyed an installation called ‘Inside Out: This is Manchester’. It was a simple black and white portrait-display of two hundred Mancunians. The large photos were set out in a group on a concrete floor, creating what looked rather like a giant board game. The idea was you walked over them, standing on them, in and among them. So, into the photos I walked, and to my surprise I soon discovered the experience to be visually arresting and intriguingly immersive. After a few minutes of wandering among the faces I stood to one side for a breather. I asked my family  which face they found most interesting, and I pointed out the one that had stood out for me. At that very moment, I noticed that a woman walking among the pictures had stopped at the one I’d chosen and was crouching down. As I looked again, she appeared rather like the woman in the photo. ‘Hi. Is this your photo?’ I asked. ‘Yes, it is’ she replied. ‘I’m Carmen. I’m just here for a short time today and wanted to see it.’ ‘It’s my favourite’ I said, ‘It’s a really great photo. I love the way it’s captured you pulling such a strong face!’ ‘Thanks’ she smiled, going on to explain how the shoot had been taken, but that this was the first time she’d actually seen it. I was thrilled: the person behind one face out of two hundred that had caught my attention, happened to turn up at the exact moment I was there! It made me feel strangely connected to the installation and with the people of Manchester they represented. Such is the connective power of art! 

Such art does what cathedrals of old have done, enabling us to look out and look up and see beyond ourselves into a greater vista. They are deeply valuable and enchanting spaces.   

Quality design 

From there we went on an architectural tour. The stairwells, the corridors, the foyers, and the meeting spaces were cleanly and elegantly designed, using strong but simple materials, emphasising curves and city views, encouraging you to walk on and see more. We were told how many spaces, especially the foyers, worked really hard, being multi-functional and could be transformed for different uses. The two main venues were impressive and huge: the Hall is a 1600-seat concert venue, and the Warehouse space could host 5,000, thanks to vast walls that can be opened to create one massive space. The quality, the design, the versatility and the technology was hugely impressive, all set up and ready to be a northern centre of artistic excellence. 

Enchanting spaces 

So what did I make of it? And should such creativity be funded in Manchester? In short, I liked it. In fact, I absolutely loved it. It made me realise how much we need good art, good artists and good artistic spaces. They enrich us and our environment. They touch us deeply not just in our minds but in our souls and cause us to ponder and wonder. Such art does what cathedrals of old have done, enabling us to look out and look up and see beyond ourselves into a greater vista. They are deeply valuable and enchanting spaces.   

The experience was significant for me, and extremely positive. Not only do I want to go back but since visiting I’ve mentioned it to quite a lot of people and am finding myself to be a bit of an evangelist for the place! I didn’t expect that. It reminds me that good spaces produce good conversations. The fact that it cost so much might be controversial to some, but it’s hard to put a price on stunning. If it inspires people to great visionary endeavours and lifts people, especially those lacking in hope, to see beyond their horizons, then it’s money well spent. If it causes children and women and men to dream dreams and imagine new futures, then I’m behind it. If it helps people see beyond their present dilemmas and laugh heartily and cry deeply and love compassionately, then I’m a supporter. 

I believe passionately in encouraging artistry and innovation whenever and wherever I can. For the God I serve is the great Creator and the inspiration behind all true creativity. 

Deeper understanding 

My visit to Aviva Studios must have been good, as it’s made me want to support and encourage the team working there. I found myself thanking everyone, and even took a leaflet about becoming a member. As a bishop, I feel on behalf of the church and city that I want to cheer on Aviva Studios, commending it and its boldness to the Greater Manchester area, for I believe passionately in encouraging artistry and innovation whenever and wherever I can. For the God I serve is the great Creator and the inspiration behind all true creativity. Not only has he made the universe and planet Earth on which we reside, but throughout history he has given artistic gifts for human beings to foster and share.  

 

I agree with Japanese artist Makoto Fujimura, that ‘Art is fundamental to the human search for deeper understanding. Art, by extension of this reasoning, is fundamental to understanding the Bible,’ which itself is a beautifully and uniquely-crafted literary work combining human artistry and divine inspiration. Creativity then, is at the heart of God, and of his human creation. We need to express this creativity in all sorts of places, including our workplaces. Artist and crafts pioneer William Morris rightly says that ‘without dignified, creative human occupation people become disconnected from life.' But surely this is true not just of our jobs but of our homes, and especially of designated creative spaces. Without such creative places, like gothic cathedrals, beautiful parks, art galleries and now Aviva Studios, we can easily become disassociated from the wonder and joy of life. We need good spaces to stir us and send us.  

Innovative leadership 

As a bishop who wants to see our churches growing and communities thriving, I welcome the new Aviva Studios as part of the cultural landscape of Greater Manchester. I want to enjoy it, visit it and share it. I also want the church to learn from it, for churches are meant to be places of Christ-centred worship and mission that are indigenous, reflecting the good things of their cultural environment. Manchester’s burgeoning creative culture is a good challenge to the church to be similarly creative, and not just in a reactive, but proactive way.  

Churches have often been centres of creative excellence in the past, which is often when they have been most vibrant. They tried new things and become breeding grounds for creative people and innovative leaders. Interestingly, despite many churches struggling in the UK today, I see more signs of vitality and pioneering cultural leadership now than I did ten years ago. Most days I come across entrepreneurial church leaders who are brimming with fresh thoughts and renewed vision for their communities. Some even have bold and brash ideas that are being turned into reality, like purchasing, at considerable cost, an old army barracks in the centre of Manchester. Once renovated it will be a stunningly creative space for young adults, to serve the city and from which many new churches will be planted in the future. I’m all for it. Let creativity arise! 

Creative people 

Aviva Studios is an impressive building, designed to be a modern cathedral of contemporary cultural creativity in Manchester. It confidently declares a positive future for the arts, shouting loudly and proudly that Manchester is the cutting-edge city for creativity in the region and, should anyone be unsure, it really is the premier metropolis of the North. But perhaps more importantly I hope its impact will not just be the vast and impressive multi-million pound building, but the greater creative legacy it leaves in people, in those who are shaped by its art.  

Rabbi Jonathan Sacks, who was Chief Rabbi from 1991 to 2013 expressed something of this when he said: 

 'We are shaped by our environment, but we can also shape our environment as well. We are created, but also creative.’  

My prayer is that Aviva Studios and the other new artistic ventures will release more creativity across the city and region, across all ages, social sectors, and ethnic groups. Not only will this lift our sights, but it will stir our souls, and cause us to wonder at the Most Creative One, the God and Father of our Lord Jesus Christ.