US live music market splits as Jack White backs act dropped by peer
A public dispute between rock veteran Jack White and country singer Charley Crockett over a controversial opening act illustrates how America’s culture wars are increasingly dictating booking strategies and brand positioning in the North American touring economy.
Jack White has invited Satanic doo-wop duo Twin Temple to open his upcoming September show at the Hollywood Palladium. The booking follows country singer Charley Crockett’s decision to remove the same duo from his tour, telling Rolling Stone they were not like Black Sabbath and adding, "Not today, Satan."
White defended the decision on social media after a user questioned how the move aligned with his Catholic upbringing. The musician, who considered the priesthood before meeting Pope John Paul II as a child, stated he was never a practicing Christian and is "not scared of Satan or any bullshit imagery man made up to live in fear of."
He framed organized religion in stark economic terms, advising fans to find their own path rather than one "somebody made up to make you afraid and make money off of you." This anti-institutional stance is a core component of his current brand, recently underscored by his 2024 track "Archbishop Harold Holmes," which critiques religious figures seeking a "special financial blessing."
Crockett responded to White’s booking with a series of aggressive posts, writing, "FUCK TRUMP FUCK EPSTEIN BUT HAIL SATAN? NOT ME JACK." The country artist defended his right to curate his tour lineup, stating he might drop an opener if they are not working and telling them to "get to stepping."
Crockett used the controversy to attack the broader entertainment business, describing it as full of "shameless exhibitionists possessed by the desire to be famous" who would "kill a relative" to get ahead. He positioned his own brand around traditional spiritual values, arguing that "God is the fabric that ties all life together" without needing institutionalization.
For the North American live music sector, these clashes highlight a shift toward ideological niche marketing. Promoters and primary platforms like Ticketmaster are navigating a landscape where artists deliberately leverage cultural polarization to solidify distinct audience demographics and protect tour revenues.
White is currently testing this market strategy on his 2026 North American tour supporting the album Frozen Charlotte. His nearly two-hour opening night in Washington, D.C., featured a mix of solo tracks, White Stripes classics, and new material, demonstrating the enduring commercial draw of his established catalog.
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