How long should a concert last? Ninety minutes with an encore? Three hours with a set break? Expectations vary greatly depending on the genre and artists, but according to Jack White, the ideal length is much shorter—around 30 minutes.
The behind the White Stripes, who famously attempted to set the record for shortest concert ever with a one-note performance in 2007 (though Guinness World Records refused to recognize it), took to social media to express his unorthodox stance.
“Been hearing a lot of chatter throughout the year of this glorious electric touring about how long our sets are ‘supposed to be’ on stage. As if the length of a show determines how ‘good’ it is,” he wrote. “I know that we’re living in a current era where people like to say ‘so and so played for 3 hours last night!’, and brag about it the next day hahaha, I’ll let our fans know now that my mind has no intention of ‘impressing’ y’all in that context.”
He went on to offer examples of famous bands that played very short concerts, writing, “The Beatles and Ramones played 30 minute (ish) sets, and If I could, I would do the same at this moment in my performing life. That’s actually the kind of show I’d like to put on right now. But there becomes this chatter that the cost of a ticket ‘entitles’ people to some kind of extra long show…uh…ok (hahaha) so I’m bridging the gap.”
The Third Man Records founder, known for his raw, no-frills approach to live performance, also criticized the spectacle-driven nature of modern concerts, asserting that modern concert production goes too far without adding much:
I’m not sure y’all are knowing (or maybe remembering?) what a real rock or punk show is like though if you’re thinking that way, I think you’re talking about an arena laser light show with pyro, huge screens with premade videos, singers flying over the crowd, t shirt cannons, etc, that’s not the kind of shows we’re performing. I’ve seen a plethora of rock and roll gigs that lasted 45 minutes and blew my mind and inspired me beyond belief. Read the room, leave everyone exhausted and inspired (hopefully) and most of all wanting more, without needing 3 hours to do it. That’s like saying a film is supposed to be better cause they spent 300 trillion making it, well I’ve never seen that movie.
Before signing off, White reassured fans that he remains committed to delivering a electrifying performances, even though they might not last as long as Bruce Springsteen‘s four-hour marathon sets.
Love to all of our fans, I see your faces every night and you can be assured I’ve never phoned it in in my life, whether its 20 minutes or 2 hours, I’m giving the room what the room is prompting me to do and share and that doesn’t mean if people cheer louder its going to be longer either! haha. There’s no setlist, and it’s not a marvel movie, or a Vegas residency, it’s rock and roll and it’s a living breathing organism. See you in the hall tonight friends, love you all so much and thank you for coming to these shows, standing in line and paying your hard earned money to help this train keep rolling. And the crew and the boys in the band are loving y’all as much as me, we are grateful, thank you.
As ticket prices soar, with major artists regularly charging three- and four-figure sums for premium seats, White’s philosophy may seem at odds with audience expectations, but perhaps he has a point. Maybe, sometimes, less really is more.
His perspective also underscores a deeper question: what makes a concert truly great? Whether it’s a 30-minute blitz or a three-hour epic, the real measure of success is the energy, passion, and connection between artist and audience—and that’s something White has never failed to deliver.
Jack White returns to the stage tonight at Massey Hall in Toronto, ON before returning stateside to continue his No Name world tour. For a full list of upcoming show and to purchase tickets, head here.
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