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?

Review

Culture

Film & TV

Suffering

17 July 2024

5 min read

Eternal Sunshine of the Spotless Mind: 20 years on

Memory and the meaning of suffering.

Beatrice Scudeler

Beatrice writes on literature, religion, the arts, and the family. Her published work can be found here.

A coupe sit on outdoor steps against a blue sky. One holds a plate and the other looks towards them.

Carrey and Winslet as Joel and Clementine.

Michel Gondry’s Eternal Sunshine of the Spotless Mind came out in 2004. Twenty years on, its stubborn insistence that the memory of pain gives meaning to our lives is as relevant as ever.

I first watched Gondry’s cult classic earlier this year, in the midst of recovering from postnatal PTSD. When we are faced with heartbreak, it can be easy to wish that we could retreat from painful memories, hiding them away until the initial pang has seemingly died down. That was my experience, at least. But I quickly learnt that the traumatic memory of my daughter’s birth would continue to resurface until I processed it and accepted it as part of my life. Just so, Eternal Sunshine of the Spotless Mind teaches us that being vulnerable to suffering is a gift, that suffering itself is necessary to our moral growth, and that our ability to remember the past is an invaluable faculty of the human mind.

The film begins simply, with a meeting between its protagonists, Joel Barish and Clementine Kruczynski. As Joel and Clementine start making small talk, they seem immediately comfortable, almost familiar with each other, and yet the atmosphere is eerie. Soon enough, we discover that Clementine was a patient at Lacuna, a clinic which erased every memory of Joel from her mind after their two-year relationship ended in a painful breakup. When Joel finds out, he asks Dr. Howard Mierzwiak, the director of Lacuna, to do the same for him. As viewers, we now start to wonder: was that meeting we witnessed their very first, or have they met again after their memories were erased, unaware that they loved each other in a ‘past’ life?

This tone of disorientation continues throughout the film, and that’s what makes it so special. As Joel’s memories of Clementine are erased one by one, he realises that the removal of one’s painful experiences is in itself a kind of trauma; what promises to be a relief, turns out to be nothing more than loss.

We experience this sense of disorientation and loss alongside Joel as we jump through snippets of his and Clementine’s happiest and saddest moments together, trying to piece together in our minds a linear narrative of their relationship. While this is happening, the film’s subplot focuses on Stan, Patrick, and Mary, three young people working for Lacuna. As Stan and Patrick, the ‘technicians’, work on Joel’s memory removal, Mary, Lacuna’s naive receptionist, muses on the beauty of their mission. She begins quoting aloud the passage of poetry which inspires the film’s very title, taken from Alexander Pope’s verse epistle Eloisa to Abelard (1717):

How happy is the blameless vestal’s lot!

The world forgetting, by the world forgot.

Eternal sunshine of the spotless mind!

Each pray’r accepted, and each wish resign’d.

Mary has an idealistic vision of her work: she believes she is helping suffering people experience the kind of ‘eternal sunshine’ that only a ‘spotless mind’ can achieve. But the human mind is not so simple. Joel’s desire for forgetfulness quickly turns nightmarish. As he realises he has made a mistake, he starts fighting to retain the memory of his love for Clementine, but his is a hopeless quest. Dr. Mierzwiak’s intervention ensures that the procedure is completed.

Left alone without Stan and Patrick, Mary confesses to the married Dr. Mierzwiak that she is in love with him. It is at this point that her idealism crumbles down. He reveals that they’ve already had an affair in the past and that she agreed to let him erase its memory from her mind. Mary is devastated. She decides that what Lacuna is doing is unethical - even if Mierzwiak technically has the patients’ consent to the procedure - and releases the clinic’s files back to the patients. It is this decision which leads Clementine and Joel, just a few days after they ‘meet’ again, to discover that they’ve already loved each other in the past.

Accepting suffering and holding it in our hearts, not with bitterness, but rather with courage, requires endless patience and infinite hope.

Although the script of the film doesn’t spell it out, Mary’s story emphasises that the absence of painful memories is in itself experienced as a painful loss. What’s more, it shows that, without the memory of the suffering which we have inflicted on others, and which others have inflicted on us, we are incapable of moral growth. Thanks to the knowledge of the past, Mary is able, this time around, to resist having an affair with a married man. Just so, the final scene of the film, which sees Joel and Clementine vow to renew their relationship, is hopeful not in spite of the fact that they have regained the memory of the ways in which they hurt each other in the past, but precisely because of it.

Accepting suffering and holding it in our hearts, not with bitterness, but rather with courage, requires endless patience and infinite hope. But that is what we were made for. Each one of us is called to endure pain in imitation of Christ, and, out of that pain, to discover a greater capacity for sacrificial love. We make meaning out of pain: that’s what human beings do.

The very last lines of Eternal Sunshine of the Spotless Mind perfectly express the fruits of this Christ-like acceptance. As Joel reassures Clementine that he can’t see anything he doesn’t like about her, she expresses her doubts and anxieties: ‘But you will! But you will.’, she repeats, ‘You know, you will think of things. And I’ll get bored with you and feel trapped because that’s what happens with me.’ Joel and Clementine look at each other, and, after a pause, they simply say to each other: ‘Okay’. Their ‘okay’ is not an indication that they are doomed to repeat old mistakes. Rather, it signals a new choice: this time, when their relationship becomes difficult, they won’t just run away; this time, they will face discomfort, heartbreak, and disappointment, armed with the knowledge that seeking a sense of permanence by loving another person completely is an inherently valuable pursuit. In accepting the most traumatic parts of our past we grow closer to God; and in bravely deciding to look ahead to the future with hope, we catch a glimpse of the unadulterated joy which we will finally experience in God’s eternity.