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

Belief

Comment

Music

28 August 2024

7 min read

10 things I learned from Reading Festival's teenagers

Some uplifting down time.

Krish Kandiah

Krish is a social entrepreneur partnering across civil society, faith communities, government and philanthropy. He founded The Sanctuary Foundation.

Festival goers, in a cafe tent, make drinks or sit around talking

Time out in the Street Pastors cafe.

Reading Street Pastors.

Last weekend I was at Reading Festival which has become a rite of passage for teenagers from across the UK. Over 105,000 young people turn up to the festival for a weekend of music and mayhem. The typical guest has just received their GCSE results, and heads for Reading, or its twin festival in Leeds, to reflect on what they are going to do next. Headliners this year included artists such as Lana Del Rey, Raye, Prodigy, Beadobee and Liam Gallagher.

My role at the Festival was as a volunteer with Reading Street Pastors who offer a 24-hour safe, warm and dry space. They provide a vital service for these young people, many of whom find their first festival experience very overwhelming. Volunteers serve a ‘Mountain’ of hot chocolate, loaded with cream and marshmallows, or ‘Liquid Death’ – a rebranded aluminium recyclable can of water - along with a friendly face or a listening ear.

I got to spend time over the weekend with hundreds of teenagers who were prepared to spend hours in the safe space because their tents had collapsed, or they had forgotten to bring anything warm to wear, or their phone batteries were dead or because their friends had ditched them. I found our open-ended conversations insightful, and offered me the opportunity to learn a lot about the upcoming generation. Here are some of my observations:

1. They're brilliant

Too often, young people are written off as being uncommunicative, narcissistic, or addicted to social media, but given the chance, they are excellent conversationalists. I thoroughly enjoyed their company; they asked great questions, shared big ideas and offered honest, if surprising, opinions. It was actually a pleasure to spend time with them and I totally recommend it – even, or especially, at 6am in the morning.

2. They appreciate their parents

Of course, most of them wouldn’t tell their parents this, but to me, a total stranger, it appeared that they recognized and appreciated the influence of their parents. This was evident not only in those young people who were missing home and home comforts, but even in their music tastes. The band The Prodigy, who performed on the first night, stem from my era of music, and encompass dance, house, and rave culture. I heard many young people claim they were listening to them, or Liam Gallagher from Oasis, because “my mum/dad love them”. Music is quite a connecting point between generations, it turns out.

3. There’s a diverse range of political engagement

There was a wide range of understanding and interest in politics among these young people. I spoke to many who didn't seem to care about politics, feeling that politicians don't care about them and questioning why they should bother if they can't make a difference. However, I also met many politically connected and aware individuals, some of whom were aspiring to study at universities like Durham, Oxford, or Cambridge. These engaged youths expressed frustration, feeling let down by the political system and believing that politicians don't have their best interests at heart. They were aware of issues like tax increases and broken promises by political parties and expressed a sense of distrust and disillusionment. This disengagement is a significant problem, as it leaves young people vulnerable to populism. Some mentioned that in school elections, more right-wing parties were gaining attention because they seemed to take young people seriously, which I found fascinating and concerning.

4. There’s a lack of hope

I noticed many of the young people I spoke to didn't have a lot of hope for the future. Their huge outlay of £350+ on the weekend appeared to be evidence: many of them expressed resignation that they would never be able to own a house, or were worried about the escalation of global events such as the conflict in the Middle East and Ukraine. While social media is often blamed for creating anxiety in this generation, it seems that global events and mainstream media also play significant roles in shaping their perceptions and values.

Mental health and especially male mental health seem to have turned a corner.

5. There are conflicting views on the environment

Despite numerous advertisements and incentives for people to clean up after themselves at the festival, it was clear that there were two sorts of campers. While some picked up their own litter – and that of those around them, others had no intention of even taking their tent home at the end. Every year after the Reading festival, the site looks like a disaster zone, as if a hurricane has blown through, the aerial shots released of the aftermath remind me of the movie Twisters. Another wave of volunteers comes in to help clear away the debris. However, I heard one young person say: "My mum and dad didn't raise me to live this way." Young people are not a monolithic group, and we shouldn't expect them to be. We can’t tar them all with the same brush. Some may not care about the mess they leave behind them, but others really do.

6. Queueing is dying

Maybe it has always been this way, and I am just getting too old for it but it seems nobody respects my tactic of getting to the front to see the big-name band by arriving at the venue early, waiting for the barrier gates to open and then picking your spot and waiting. At Reading Festival, I’ve learned that about 5 minutes before the band comes on, there’s a sudden surge of people who snake their way through the crowd claiming to be ‘just finding their friends’. I didn’t see any great reunifications. What I saw was disrespect of the good old British value of queuing. The problem is I’m too old to remember whether I did that as a teenager too.

7. Faith is not embarrassing

The safe space run by the Reading Street Pastors was busy. Maybe it was due to the torrential downpour that left many tents uninhabitable, but I remember it being the same last year. The young people seemed to appreciate not only the company, hot chocolate and warm blanket, but also the opportunity to chat. Volunteers offer their help to all without distinction, whatever faith background they are from. But faith often came up in conversation. I heard: “Why do you run this tent?” “Why are you volunteering here?” “Are you guys religious?” “What does it mean to be a Christian?” “What are the best bits of the Bible to read when you are feeling lonely?” “What does the Bible say about drugs?” “Can you help me with the religion and ethics questions for my A-level Philosophy coursework?” Overall, faith was discussed openly, as something interesting and positive.

8. Mental health issues are losing their stigma

At 6.30am a huge security guard walked into our safe space and during the long conversation that ensued, what struck me was his openness about his mental health and anxiety. There was no stigma, no shame, in talking to me, a stranger, about his struggles. He was not the only one to be open about his mental health issues and it felt like a very healthy development in our society. Mental health and especially male mental health seem to have turned a corner.

9. Teenagers need to learn survival skills

Shivering in our safe space at 6.05 in the morning was a lad who had come to the Reading Festival with only his t-shirt and jeans. He didn’t even think he might need a coat, let alone a waterproof tent. At the other end of the space was a lad with a full-on Calor-gas stove, whipping up some nourishing pasta-based meals for his friends. It was clear to see which of the two 16-year-olds had done the Duke of Edinburgh scheme. The expedition training and experience has given him survival skills for life.

10. Music is a grand uniter

In my day, music fans would be glued to their television screens on a Thursday night as we waited to hear who had the number one single of the week. That hour of the week was part of our shared cultural identity and everyone was talking about it at school the next day. Nowadays, Youtube, Spotify and the other infinite ways to access music has taken away the grand unifying cultural portal that was Top Of The Pops. Yet, somehow, they provide young people with diploma-level knowledge in popular music through the decades. They all know not only the breakthrough artists and latest hits, but lyrics to everything from Sabrina Carpenter and Lana Del Ray to Oasis. On a warm summer’s evening, with the sun setting there’s something very beautiful about a crowd of 70,000 people singing songs together.