Jack White’s $20 Student Tickets Set a Very Interesting Precedent

If ever there was a case for decency, Jack White just made it. Where most stadium tours charge quite literally eye- watering sums for tickets, White has just announced he is offering $20 tickets to students for his No Name US tour.

At every stop, a limited number of these discounted tickets will be available to students with a valid ID, sold in person at the venue box office on a first-come, first-served basis. It’s a simple, direct approach. One that feels like a throwback to old-school gigs, where the focus was on the music rather than the transaction. No pre-sale codes, no hidden fees. Just an affordable show that young people can actually afford to go to.

It’s an uncommon move in an era where ticket prices for major artists can easily reach hundreds of dollars. While the industry is built to maximise profit, White’s decision is a reminder that not every artist is willing to play along.

For students, who are often priced out of live music altogether, this is a game-changer. It’s also a move that raises the question—why aren’t more artists doing the same?

Of course, most musicians rely on touring to make a living. This is why ticket prices are usually inflated just to break even. But White’s approach sets an interesting precedent. He’s not cutting prices across the board—he’s discounting only a fraction of the total tickets. This means the tour remains profitable while also allowing a more diverse audience to be part of the experience.

White isn’t the only artist to take a stance on accessibility in live music. The 1975’s Matty Healy echoed a similar sentiment in a 2022 interview, saying, “To me, forty to fifty quid for a ticket. It can’t be more than that. I want kids to leave our shows and want to start bands. I don’t want just rich kids starting bands.”

White has spent his career rejecting industry norms. Whether it’s banning phones at gigs, releasing music in unconventional formats, or keeping his live shows unpredictable, he’s always put the experience before the spectacle. This latest move fits right in with that ethos.

Will discounted tickets change the live music landscape overnight? No. But they do set a precedent. If an artist of White’s stature can pull it off, others can too. Whether they will is another story.