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

Change

Character

Psychology

23 May 2024

4 min read

Look out for the outliers

Seeing the good qualities in others lifts them, benefits us, and makes the world better.

Roger Bretherton

Roger Bretherton is Associate Professor of Psychology, at the University of Lincoln. He is a UK accredited Clinical Psychologist.

A office worker wearing headphones looks out of a hectic and loud office space around which people are moving

Nick Jones/Midjourney.ai

I was talking to someone the other day. She is a website developer and she’s just changed jobs. She is not a loud person, but anyone who meets her knows she is a person of quality, of depth and presence. She emanates a humble confidence. In her old job, she worked in a quiet, fairly sedate, office where she was given the space and the time to bring all her creativity to bear on whatever brief she was given. She was known and appreciated.

But her new job – the job she started last week – is a bit different. Her new colleagues are loud and outspoken. Silence is unknown in their office. They like to work to a soundtrack. The drum and bass keep thumping, and the banter never stops flowing. She’s finding it hard to fit in with her new team. And things weren’t made any easier when, after a few days, her new boss took her aside for a pep talk.

What was the problem? She was ‘too quiet’.

It hurt to hear that. It broke my heart to think that anyone could be so blind. How shortsighted do you have to be, to view the grace and peace someone carries as a problem to be solved? In a world of distressing noise and clamour, she is precisely the kind of person every office needs to temper the insanity.

I’m not worried about her. She’s bright and innovative. She’ll work it out. Either her new boss will see sense, or she’ll leave. And if she does, the queue of employers looking for someone just like her stretches round the block. She’ll be okay.

But it got me thinking about the kind of psychology I study. In my research, she would be called an outlier. One of those people in a team or a family who don’t quite fit in. Not because they are weird or awkward, but because they possess some positive quality the rest of the gang don’t have. They are the creative exuberant in a team who prefer doing things by the book. The hilarious joker in a pack who like to take things seriously. The conscientious worker trying to get on with the job in an office that would rather play now and work later. The kind one in a family of cutthroat competitors.

At the top of the list of reasons for wanting to leave work are the words: I am not appreciated.

The thing is we all have a unique contribution to make to the world, a one-off fingerprint of strengths and abilities never to be repeated in anyone else. In research these have been called Signature Strengths, the unique combination of positive qualities that make you you. And the weird thing is that we don’t have to try that hard to be them. If you are naturally kind, or wise, or grateful, or disciplined you won’t be able to stop yourself being that way. They come effortlessly to us. And if someone tries to stop us being the loving thoughtful faithful person we know ourselves to be, it is like losing a limb. If we find ourselves in a context where the most beautiful things about us are unwelcome – like my friend the website developer – it is like being rejected, right to the core.

But here’s the cool thing. If we can live by our Signature Strengths – if we can wake up each morning and ask the question, how can I use my unique positive qualities in a new way today? – it leads to remarkable improvements in wellbeing. Multiple studies have shown that those who live like this, thinking about how they can bring what is best in them to the opportunities and obstacles of each day, report increased happiness in living. Not only that, but they also show reduced anxiety, stress and depression. It turns out being good is good for us. Who knew.

That’s not the whole story though. To really be our best, we need other people to spot these strengths in us. If they don’t, we feel confined, unable to be ourselves in some way. When I ask people what it is like not to be able to bring their best qualities to the people around them, they come up with some pretty dark images. It is lonely, isolating, a desert, a fog, a prison, like being trapped in a cage. And when researchers ask people why they consider leaving their current job, their answers often reflect something like this. Work-life balance and salary are no doubt important, but often, at the top of the list of reasons for wanting to leave work are the words: I am not appreciated. Something good we wanted to give has not been received. We feel unseen.

So that’s why I say: look out for the outliers. Who is it in your family, your workplace, your neighbourhood, who goes underappreciated? Who do you know who has something good to give, but needs some help to give it? Because if we can learn to see those invisible beautiful qualities in the people around us, we not only give them the joy of being known, we also invite more light and flavour into the world. Life becomes a little less grey.

I just hope my friend’s new boss can learn this while he still has the chance. It is tough for her to feel so misunderstood, but it’s worse for him. She can move on, but he has to remain in an office deprived of the humble compassion she would have brought to it. It’s a question worth asking. What gift of beauty and goodness are we excluding from the world because we failed to see past the packaging?