Jack White interrupted his Coachella performance of ‘Seven Nation Army’ to urge fans to keep music “sacred”.
The former White Stripes musician played what could be his final electric set for some time at the California festival before he embarks on a live hiatus.
White will now play on a short acoustic tour of the five states in the US he has yet to play before taking a break from live performance “for a long period of time”.
During his performance at the second week of Coachella last night (April 19), White told the crowd: “I want you to do me a favour. Do everything you can, tell everyone you know, and the children that you have one day, that music is sacred”. He proceeded to urge fans to chant ‘Music is sacred!”
“This is your world right now,” White continued. “Digital, analogue… however you consume music, let it move your balls and move your brain. I want everyone in this audience to spread the word: Treat musicians with as much respect as you treat actors, directors, and film studios. Treat your local punk bands as well as you treat the new blockbuster movie.”
Watch White’s nine minute-plus performance of ‘Seven Nation Army’ below. His rant comes at the 5:35 mark.
Jack White and Jay Z are reported to be personally calling subscribers of streaming service Tidal. As Business Insider reports, those who have signed up to the music platform are receiving personal calls from some of the huge acts involved.
Tidal executive Vania Schlogel revealed the detail about the company, stating: “He [Jay Z] called some of his fans and one of them made the funniest comment. He said, ‘This is the best customer service call I’ve ever received!'”
Jack White is also believed to have made personal calls with Schlogel saying musicians involved in Tidal are given their own accounts on the site which they can use to monitor who listens to their music, and to see statistics about how their albums are performing.