Music industry experts have revealed the strategies behind the unexpected success of recent hit songs “Rich Men North of Richmond” and “Try This in a Small Town” by Oliver Anthony. Hailing from Farmville in Virginia, Anthony struck a chord with listeners through his heartfelt blue-collar anthem “Rich Men,” which criticizes elites for their perceived disconnection from regular Americans. Those in the industry have disclosed that the Billboard Hot 100 hit benefited from clever tactics that propelled its popularity.
One significant factor highlighted is the continued impact of music downloads on the singles charts. Although downloads have declined in popularity due to streaming, they still contribute significantly to a song’s Billboard Hot 100 ranking. Fans can coordinate and spend just 99 cents to drive their favorite song up the charts with relatively few downloads, thereby generating publicity and potentially boosting streams.
“Rich Men North of Richmond,” self-released on August 11, gained widespread attention, accumulating 17.5 million U.S. streams and 147,000 downloads sold in the tracking week ending in August. A similar phenomenon occurred with Jason Alden’s “Try This in a Small Town,” a song resonating with disaffected Americans who feel disconnected from mainstream entertainment.
While many fans genuinely enjoyed these songs, experts suggest that a significant faction may have downloaded or streamed them to express their political sentiments. This strategy involves pushing songs with controversial content to the top of the charts, sparking discussions among individuals who feel overlooked by mainstream media.
These experts contend that the rise of social media and podcast platforms allows content to be marketed directly to target audiences, bypassing traditional gatekeepers. Podcasts, particularly those with specific ideological leanings, play a role in amplifying interest in these songs and attracting listeners willing to support music that aligns with their views.
Oliver Anthony’s success story sheds light on his background and inspirations. He describes his life working multiple plant jobs in Western North Carolina and industrial sales in Virginia and the Carolinas. He shared that his experiences interacting with people from various walks of life inspired his songs, which reflect sentiments of neglect and division in society.
Anthony emphasizes his modest living conditions, residing in a camper on farmland and acknowledging that his success isn’t solely attributed to his musical talent. He voices his concern about the divisive nature of the internet and calls for unity, criticizing the online culture that he believes exacerbates societal divisions.
Ultimately, Anthony’s rise in the music industry is seen as a combination of relatable content, strategic promotion, and tapping into the sentiments of a particular audience, showcasing the evolving landscape of music popularity and promotion in the digital age.