Album Essentials: Jack White "No Name"
By Dave Swanson - Summit FM Contributor
I don't know about you, but I strongly dislike the term "dropped" when talking about the release of a new album. “So and so’s new one drops this week” sounds like elders using the term "groovy" in 1975. It's over! A product is released, issued, or perhaps "hits the shelves" if you like, but don’t say it “drops” anymore. With that in mind, leave it to Jack "Riff King" White to unleash (there ya go!) his new offering with a mere moment’s notice last month. One day it was an unknown variable; the next day, it was in the hands of fans! He is proceeding along that same trajectory with his tour. All in all, it’s a cool idea and one that has helped create spontaneous interest in what Mr. White is up to. No long anticipation games—here it is! And what is it? It’s "No Name," the new album from Jack White, that’s what. And how does it sound? It sounds like, of all things, Jack White! We are on a roll, kids!
Since first rolling out of the Detroit rock and roll scene of the late '90s with the White Stripes, Jack has always kept a supply of riffs on hand for the next attack. On "No Name," he’s armed and ready to go another round.
The album was initially made available to some fans at Third Man Records locations, where customers were slipped, guerrilla-style, free unmarked white-label vinyl copies into their shopping bags. On Thursday, August 1, a special blue vinyl edition was made available in Third Man Records retail stores and select independent record stores across the world. All this was done before many even knew for certain what it was or what was going on. A "regular" black vinyl edition was then available for mass consumption. Talk about creating a buzz!
True to his DIY roots, this album was recorded, produced, and mixed by White at his Third Man Studio over the past two years, then pressed to vinyl at Third Man Pressing, and released by Third Man Records. In other words, it was an inside job! This surprise unveiling of "No Name" proved that there was still excitement to be had in the indie rock world.
The album kicks off with a, wait for it, riff-based tune called "Old Scratch Blues" that is as signature a Jack White song as one could want. The Zep-Garage blast is a fine way to kick things off. "Bless Yourself" is full of anger and attitude but lacks a kick-ass guitar break! "That's How I'm Feeling" rings like prime White thunder with its own translation of the "Stepping Stone" riff that has served countless garage rockers well over the decades. "It's Rough on Rats" has its own "Four Sticks" vibe, while "Bombing Out" is a primal garage stomp in action.
Despite his love of all things Led Zeppelin, one lesson he has yet to take away from those rock gods is the calling for higher fidelity! The bulk of the album sounds like it's blasting out of a transistor radio, which, of course, may be what Jack White was going for. Either that, or it’s possible I’m going deaf. To which, "What?" is the correct response. Either way, it is not a Hi-Fi approach, but perhaps that’s true to his vision of presenting this raw, unpolished gem. From start to end, it’s classic Jack White and manages to, seemingly, represent the various corners of his solo work all under one roof. Chances are, if you're a fan, you will already be digging it immensely, and if you’re not, there’s nothing new here to turn your head, though it may be as good a time as any to investigate what this guy has been, and still is, up to. As they say, it was made loud to be played loud!