I recently attended a concert, but I don’t have any proof of it. That is because I attended a Jack White concert and if you haven’t heard yet, he has “banned” cellphones. For the Boarding House Reach tour
(Check out one of my favourite songs off the album here) Jack White has paired up with a company named “Yondr”. they provide pouches for attendees that make cellphones inaccessible once in the venue. I imagine most attendees became anxious when they discovered they would not have access to their phones for what could be hours, but I was excited for an unplugged experience!
Jack White has gained an “old fashioned” reputation and I imagine the use of Yondr reinforced that reputation for many. When talking about his decisions in music he is open to say what works for him is not what everyone needs to be doing. However, when it came to people connecting through their screens or connecting authentically he put his foot down. These same pouches have been used by comedians to help prevent leaking of their new material online, but I think any advocate will agree that a major benefit is the real human connection and awareness that comes along with leaving your phone out of the mix.
A look at the logistics: The pouches themselves are made of a durable fabric with a locking mechanism at the top that works like a security tag that a retailer would use. As you enter the venue you are given the pouch and are asked to turn your phone to silent. For those that have a mobile ticket staff will print out a hard copy for you! Once you insert your phone the pouch is then locked for you and you keep your phone secured in this pouch with you. One of the important things to note is there are designated areas where you can unlock your phone for emergencies (or withdrawal). Upon exiting the concert grounds an associate will unlock and collect the pouch, which I will describe in more detail later on.
“I want people to live in the moment, and it’s funny that the easiest way to rebel is to tell people to turn off their phone.” says White about banning cellphones at his Boarding House Reach tour during an interview with the Toronto Star. The idea behind the decision is simple: Get people to engage in the real world without distraction. My experience was enhanced by having the freedom to just enjoy every moment of the concert. From a business stand point this could provide a professional photographer or a reporter/journalist with a much more important topic to share as they have been the only people granted permission to capture the event. What is normally special, and energizing took on a whole new level of uniqueness when you realize that moment was only being lived by us there.
Live concert photos are posted on the
Jack White Live Instagram page.
The one logistical error: leaving the concert. I was dreading the lineup for the exit but was hopeful the Yondr team had it down smooth, unfortunately the execution was as I expected. Having to unlock each attendees phone at the same time was a long and disorderly wait. People became understandably impatient and frustrated waiting to have their phones unlocked. Others who could not survive the concert without their phone ripped open their pouches and littered them throughout the venue. It is sad that such a unique experience could be tainted so abruptly by impatience. Perhaps Yondr can offer more unlocking stations and associates to man them to help deter the only negative part of my experience.
Though I wish I had photos to spread throughout this post, I am happy to say my full attention was given to someone who very much deserved it. We are always connected but there are times when we can all benefit from being unplugged. Networking and sharing special moments is a beautiful part of any event but we need balance: when a speaker is talking, a demo is being given or an entertainer is working to connect with an audience maybe it’s best to not to allow people the option to turn their attention away.
Guest Blogger:
Taylor St. Amour