Oliver Anthony Is a Viral Sensation – Is He Additionally a Future Star?
Regardless of by no means having appeared on a single Billboard chart earlier than, Oliver Anthony Music flies in at No. 1 on the Billboard Sizzling 100 this week together with his mega-viral hit “Rich Men North of Richmond” — sending shock waves via all the music business within the course of.
Only a couple years in the past, the concept of a track like “Richmond” — a solo banjo nation ballad from a comparatively unknown artist, extra notable for its state-of-the-world lyrics and impassioned supply than any main hooks — zooming in atop the Sizzling 100 would have been practically unimaginable. However in an a time on the charts the place nation is extra impactful than it’s been in a long time, and the place political divisiveness has the power to behave as a nitrous oxide-like accelerant to a track’s business fortunes, the track’s 2023 success is hardly inexplicable.
What’s the most important purpose behind the success of “Richmond”? And can Oliver Anthony Music be capable of use it as a springboard to lasting stardom? Billboard staffers talk about under.
1. Two weeks in the past, none of us have been doubtless that aware of Oliver Anthony — however mainly in a single day, he’s turn out to be the most important breakout artist of 2023. We’ve already seen some very uncommon musical success tales this 12 months, however is that this one probably the most shocking of all of them to you?
Kyle Denis: I believe this one surprises me probably the most as a result of his trajectory is transferring at breakneck velocity. With different 2023 breakout stars like Ice Spice, Coco Jones, Noah Kahan, and so on., it was straightforward to trace their rise in reputation throughout radio, streaming, and social media month by month. With Oliver Anthony, that timeline has shrunk into literal days, and he’s garnered extra Sizzling 100 success than many of the 12 months’s breakout stars in a fraction of the time. Nonetheless, given the sound and themes of “Rich Men,” my shock is much less palpable. Each sonically and lyrically, “Rich Men North of Richmond” pulls on traits — the angst of America’s working class and guitar-centric nation and rock-tinged songs — which have anchored a major variety of the 12 months’s largest cultural and business hits up to now.
Jason Lipshutz: Yup. The mix of the track, artist and chart debut locations Oliver Anthony’s speedy ascent above the opposite startling mainstream wins of 2023. We’ve had little-known artists throughout genres turn out to be stars in a matter a months – Ice Spice, Jelly Roll and Peso Pluma all come to thoughts – and a distinct aggrieved nation single prime the Sizzling 100 just a few weeks earlier than Anthony’s did. “Rich Men North of Richmond” and Anthony really got here out of nowhere, although, and the No. 1 debut on the Sizzling 100 is nothing in need of stunning.
Melinda Newman: Sure. What’s shocking is the velocity and the ubiquity of the track and the way shortly it grew to become a part of a nationwide dialog. That is somebody who went from 0 to 100 mph in every week and it exhibits {that a} track that hits folks within the feels (or, cynically, will be glommed on to by politicians and pundits for his or her functions) travels far and quick.
Jessica Nicholson: Provided that “Rich Men” didn’t merely debut someplace on the Sizzling 100, however on the pinnacle of the chart — and add to this that Oliver Anthony Music is an unbiased artist with no earlier historical past on the Billboard charts, and this track’s acoustic model and considerably politically-driven sentiments are removed from the everyday summer season pop hits — I might contemplate this one of many largest surprises of the 12 months.
Andrew Unterberger: I would really contemplate the Sizzling 100-topping success of Jason Aldean’s “Try That in a Small Town” just a little extra shocking than this — if solely as a result of it got here first, and felt simply as out of nowhere, provided that the track had already been round for a month when it caught hearth post-video controversy. Aldean was an already-established star, positive, however his business success had lengthy since plateaued; him taking pictures to the highest of the chart felt solely barely much less inconceivable than it does with Anthony.
2. Clearly plenty of elements go right into a runaway hit like “Rich Men” — however for those who needed to choose one as the most important factor, which wouldn’t it be?
Kyle Denis: The lyrics. “Rich Men North of Richmond” well presents itself as anthem for the frustrations of America’s working class — a gaggle of folks that not often get to reap the total vary of advantages from the seeds they sow into the nation’s usually barren soil. The trick the track pulls off, nonetheless, is a subliminal endorsement of among the most damaging and problematic sociopolitical messaging of the previous few a long time. In a single line — “Well, God, if you’re 5-foot-3 and you’re 300 pounds / Taxes ought not to pay for your bags of fudge rounds,” Anthony is ready to fold a wholesome dose of fatphobia by way of “welfare queen” imagery into his ode to America’s working class. Even the track’s title performs on the North-South divide that has permeated American politics for many years upon a long time.
“Rich Men North of Richmond” accomplishes what Jason Aldean’s “Try That In A Small Town” did not do; the track is restricted sufficient that folks can see their very own anxieties and feelings in it, however it’s additionally good sufficient to bury its canine whistles so that they don’t instantly turn out to be the track’s focus, or flip off listeners from additional exploring the observe and the remainder of Anthony’s catalog. For higher and for worse, “Rich Men” funnels the very actual worries and emotions of a giant phase of America’s inhabitants right into a track that responds to their interpretation of the nation’s state of affairs. It additionally helps that, sonically, the track matches into that guitar-heavy Zach Bryan-esque lane of uncooked country-rock songs.
Jason Lipshutz: The curiosity issue. We are able to speak concerning the rustic hook, Anthony’s burly voice and the resonant (and troublesome) politics of the track all we would like — however as soon as “Rich Men” blew up on iTunes on Friday, Aug. 11, grew to become a explanation for conservative influencers and spent a number of days garnering headlines and social media chatter, scores of people that wouldn’t take heed to acoustic nation had no selection however to see what all of the fuss was about. “Rich Men” was a narrative earlier than it was a smash, and to me, the discourse is the most important purpose that it’s sitting at No. 1.
Melinda Newman: The largest issue is whether or not you agree with the track’s message or not, it speaks to lots of people who really feel disenfranchised and are bored with working so exhausting seemingly for little or no reward. The lyrics are ambiguous sufficient that listeners can interpret them in ways in which swimsuit them. I’ve seen folks interpret the track as anti-semitic due to the title, and others who interpreted the title to consult with politicians in D.C. Although Anthony has stated he’s “dead center down the aisle on politics” and instructed Fox in one in every of his few interviews that he considers himself neither a Republican or a Democrat, the message of talking out in opposition to excessive taxes and “the obese milkin’ welfare” resonates with right-wing speaking factors, and the elevation of the track by the suitable has been the main think about propelling it straight to No. 1.
Jessica Nicholson: The track’s lyrics about politicians and welfare have earned each reward and intense criticism over the previous couple of weeks, however it has related with a primarily conservative-leaning viewers who’re shopping for into the message, whatever the track’s general musical high quality.
Andrew Unterberger: The endorsements. The track had already begun incomes consideration by itself, however getting the co-signs it acquired from Fox Information, Joe Rogan, Matt Walsh, John Wealthy et al. was what made it go supernova in a single day, and began the discourse back-and-forth that has sustained rabid curiosity in it for every week and a half now.
3. Nation has seen plenty of viral triumphs up to now 12 months, together with the rootsier, TikTok-boosted nation of Zach Bryan and Tyler Childers and the explosive social controversy of Jason Aldean’s “Try That in a Small Town.” There’s echoes of each these strains of virality in “Rich Men,” however which might you say the success of this track has extra in widespread with?
Kyle Denis: It seems that the speedy success of “Rich Men” has been round what the track is saying and who it’s chatting with, versus the way it sounds. With that in thoughts I might say that, right now, the success of “Rich Men” is nearer to that of “Small Town,” however there’s completely time for it to achieve a realm of success that additionally mirrors the Bryan/Childers lane of hits.
Jason Lipshutz: “Try That in a Small Town,” for positive. Though the political slants of the songs are wildly totally different, each exhibit a stance of representing for the underrepresented – Aldean for small-town Individuals who take pleasure their policemen and Second Modification rights, Anthony for exhausting staff who really feel like their struggling goes unnoticed. Each songs posit themselves as combating for ignored communities, which may then assist their songs on iTunes and streaming providers. A part of the respective successes of “Try That in a Small Town” and “Rich Men North of Richmond” is that, whereas each comprise problematic statements and views, plenty of listeners can really feel like one thing is at stake by supporting them.
Melinda Newman: It relies upon upon the way you’re listening to it the set of assumptions you deliver to it. The suitable has shortly embraced the track as anti-big authorities and anti-welfare, however as I acknowledged above, there are additionally individuals who merely see it as an everyman anthem. It goes a step additional than Zach Bryan to me, and doesn’t go practically so far as “Try That in a Small Town.” In his statements on Fb and to Fox, Anthony has embraced immigrants and ending divisiveness — so in some methods, he’s talking a way more even, measured tone than what individuals are studying into his track.
Jessica Nicholson: Although sonically, the track’s acoustic vibe resides nearer to rootsier artists, the track’s path to success hews nearer to the trail “Small Town” took, with the video first gaining traction on YouTube, whereas the track started rising by way of iTunes after which on streaming. Each “Small Town” and “Rich Men” additionally gained reputation strongly amongst a conservative-leaning viewers.
Andrew Unterberger: The Bryan/Childers similarities are most likely what primed the viewers for “Rich Men,” however the Aldean similarities are what resulted in it being the 12 months’s largest runaway debut. Simply ask Bryan and Childers, who’ve each loved spectacular chart successes up to now 12 months, however nothing practically as explosive (or as broadly mentioned) as “Rich Men.”
4. The beautiful debut for “Rich Men” has already impressed a label race to signal Anthony, with the artist opting to take his time exploring his choices. Do you assume whoever indicators him will probably be getting a real future star, or extra of a viral sensation who may battle to copy his “Rich Men” success”?
Kyle Denis: I believe it’s secure to say that they’ll be getting a real future star. It bodes nicely that the uptick in Anthony’s consumption numbers isn’t solely centered on “Rich Men.” Provided that listeners appear to have a real curiosity in the remainder of his discography, Anthony ought to be capable of spin some degree of stability out of all his momentum.
Jason Lipshutz: I’d guess he lands someplace within the center when the mud settles: it’s exhausting to think about a follow-up as impactful to the mainstream as “Rich Men” within the close to future, however that track will assist develop a sturdy fan base as a basis. On the very least, he’ll have robust touring curiosity, both as a headliner or as a assist act with a surefire set-closer, and Anthony’s voice will doubtless produce regular work within the nation world for the subsequent few years.
Melinda Newman: That’s the large query, isn’t it? However in contrast to somebody who goes viral on TikTok and the labels then chase and attempt to replicate that success, Anthony has been making music for 2 years, and there are clearly loads of different songs of his which are already hitting the streaming charts, so labels can get a greater image of what Anthony has to supply. “Rich Men” is lightning in a bottle and he’s prone to by no means replicate the velocity of this success, however he already has developed an viewers who needs to listen to what he has to say — whether or not it’s on this track or “Ain’t Gotta Dollar” or a number of others — so he’s popping out of the block with much more knowns than unknowns.
Jessica Nicholson: He’ll doubtless battle to copy the chart-topping success of “Rich Men,” however there’s an viewers that pertains to the sorts of sentiments he sings about in his songs — which do run broader than the political themes of “Rich Men.” His temporary catalog of songs launched both on streaming or on his social media accounts embrace love songs (“’90 Some Chevy”), songs about struggles with medication and alcohol (“Ive Got to Get Sober”) and nostalgic odes to his homestate (“Virginia”), so it’s doubtless that he’ll construct his personal following, although how massive of a following that finally turns into stays to be seen.
Andrew Unterberger: Yeah, he’ll be round for some time. “Rich Men” might show a one-time phenomenon, however with the curiosity in Oliver Anthony Music not solely spreading from gross sales to streaming (and even just a little bit to radio), but additionally spreading from “Rich Men” to the remainder of his catalog, it’s clear this man is resonating with audiences past no matter message a lot of its supporters hope to ship by endorsing it. No matter Anthony does subsequent, you may guess lots of people will probably be watching and listening.
5. Talking of these labels: Along with pursuing Anthony, they’re positive to already be within the hunt for the subsequent artist who may probably comply with in his footsteps. What sort of artist would you advocate they search for — or is this type of second not possible to foretell for anybody?
Kyle Denis: Search for artists which are genuinely reflecting the instances of their work however make it some extent to prioritize and platform artists throughout genres and walks of life on this pursuit. We’re headed down a really sinister rabbit gap if the foremost takeaway from all of that is to signal folks whose music deliberately performs on themes of white angst, anti-Blackness and vigilantism for the sake of a chart hit.
Jason Lipshutz: I’m positive each main label is on the hunt to seek out an artist who can seize the zeitgeist like Anthony has simply achieved, however even because the music business evolves to account for out-of-nowhere success tales like “Rich Men,” there’s nonetheless no system for engineering one thing prefer it. The closest lesson that the business can be taught, first from “Try That in a Small Town” and now Anthony, is that conservative-leaning anthems can nonetheless do large enterprise. It is going to be fascinating to see what number of extra we get, and the way nicely they carry out, within the close to future.
Melinda Newman: We all know there’s nothing that labels love than discovering the “next fill in the blank here,” so I’m positive they’re combing the radiowv youtube web page (which initially posted “Rich Men,” and whose co-founder Draven Riffe now co-manages Anthony) to see who’s the subsequent Anthony. What stays unclear is how a lot radio goes to embrace Anthony. Nation stations at the moment are beginning to play him, however, as we’ve seen with artists like Zach Bryan, mainstream county radio isn’t crucial in 2023 to construct an incredible following.
Jessica Nicholson: We simply noticed “Try That in a Small Town,” which has a typical radio-friendly, country-rock sheen to it, prime the Sizzling 100 after a lot controversy and assist from right-leaning music listeners and right-wing media shops. This seems like yet one more track {that a} phase of right-leaning music listeners have gravitated towards, following within the path of songs like Aaron Lewis’ “Am I The Only One?” (which hit the highest 15 on the Sizzling 100) and two “Let’s Go Brandon” songs that hit the Sizzling 100 in 2021 (each of these from artists who, like Oliver Anthony Music, had little-to-no historical past on the chart). On the identical time, his angsty, semi-shouting vocal additionally appears to convey among the emotional ache and frustration a phase of working-class folks appears to be feeling.
Andrew Unterberger: I dunno. Possibly they need to simply ask Laura Ingraham for suggestions.
