With ‘No Name,’ Jack White returns to his rock roots – Technologist

Nobody saw it coming. The sixth solo album by American rocker Jack White, formerly of the White Stripes and owner of the label Third Man Records, was unexpectedly released in the middle of the summer via a rather unusual distribution channel. On Friday, July 19, without any prior announcement, customers at Third Man Records stores in London, Nashville, and Detroit (Jack White owns all three) were offered a mysterious white vinyl sleeve, stamped only with the words “No Name,” complementary to their purchases. Only when they played the LP on the turntable did the lucky customers discover that it was Jack White III’s sixth studio album.

Within a few hours, the record was leaked online at the encouragement of its creator. Precious copies have since gone for up to €1,800 on the online retailer Discogs.com. Available starting August 2 in digital format and physical format (a limited blue vinyl edition) from selected independent record stores, No Name has been widely distributed on CD and vinyl since September 15. With this promotional coup, the “guitar hero” of the 2000s and marketing ace has proven that he’s always one or two steps ahead.

The owner of the label Third Man Records has his own recording studio in Nashville, Tennessee, as well as his own vinyl pressing plant. Completely autonomous, he can control every stage of the process (creation, pressing, distribution in his stores), which sets him apart in the music world. The free spirit improvised a tour of small clubs in the US (all concerts sold out), just like in the good old days of the White Stripes.

The music is straight to the point, unembellished like its title No Name. In terms of inspiration, we haven’t heard the Tim Burton of rock in such a state of emergency since the end of his explosive duo with drummer Meg White in 2011.

Supercharged riffs

Whether solo or with his side projects – The Dead Weather and The Raconteurs – the musician and producer has, in recent years, delivered increasingly produced records. After Fear of the Dawn and Entering Heaven Alive, two dense and eclectic albums released in 2022, No Name sees him return to the roots of his galvanizing garage blues-punk. Surrounded by loyal bassist Dominic John Davis, Raconteurs drummer Patrick Keeler and keyboardist Bobby Emmett (a new recruit), the Detroit Rock City native delivers a raw record with no downtime.

Of the 13 tracks self-produced in 2023 and 2024, nine were conceived in a trio configuration (guitar/bass/drums). Number One with a Bullet even returns to the guitar/drums pairing. The only exceptions to this tight formula are his 17-year-old daughter, Scarlett White, who plays bass on Underground, and his wife, Olivia Jean (member of the all-female quartet The Black Bells), behind the drums on the imperial That’s How I’m Feeling.

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