Oliver Anthony

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Oliver Anthony looks ahead, one year into life after 'Rich Men North of Richmond'

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Oliver Anthony looks ahead, one year into life after 'Rich Men North of Richmond'

It was a strange way for Oliver Anthony to mark the anniversary of the YouTube video that turned him into a country music roots phenomenon.

"Rich Men North of Richmond" launched on August 8, 2023. When that date rolled around a year later, Hurricane Debby was sweeping through Virginia. The creeks were rising as Anthony headed into the woods with his dogs and his smartphone to record another emotional mini sermon to his fans.

"By the Lord's will, you guys have really, truly changed my life forever," he said, the rain dripping from his red hair and beard. "If I deleted all of my social-media accounts and I just wrote songs and uploaded them, and I hid out here in the woods for the rest of my life, just the interest off the money that I've made already would at least buy my groceries and keep my family comfortable. …

"That was the only financial goal that I had. … To just have my land and a house and a roof that doesn't leak and I place that I can grow a garden and raise a few cows and sheep and be alive and try to live my life the way that my grandparents lived their lives."

The blunt bottom line: "I despise this world, and I despise the way this world is headed."

Anthony's pivotal YouTube video has been viewed 160 million times, not counting the many online copies and commentaries. Thus, the singer-songwriter has heard audiences around the world shout the sobering "Rich Men North of Richmond" chorus: "It's a damn shame what the world's gotten to / For people like me and people like you / Wish I could just wake up and it not be true / But it is, oh, it is / Livin' in the new world / With an old soul."

In the midst of the craziness, he sought out the acoustics in an old church in Savannah, Georgia, to record "Hymnal of a Troubled Man's Mind." This independently released album opened with Anthony reading from Ecclesiastes, chapter 5: "Whoever loves money never has enough. Whoever loves wealth is never satisfied with their income. This too is meaningless. Everyone comes naked from their mother's womb. And as everyone comes, so they depart."

Anthony offered a familiar "mix of blue-collar, Christian imagery," noted Melanie Davis, in an American Songwriter essay. "A native to Appalachia, where 'diseases of despair,' like drug overdose, suicide, and alcoholic liver disease are higher than anywhere else in the country, Anthony's voice rang true for a large sect of the working class. …

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Tour bus Bible lesson: Oliver Anthony trying to make sense of his new life

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Tour bus Bible lesson: Oliver Anthony trying to make sense of his new life

At this stage of his country music career, Oliver Anthony is still reaching his fans by propping his smartphone in a tour-bus window and recording social-media videos.

Seven months ago, of course, he didn't have a career, didn't have a tour bus and didn't have fans. That was before a do-it-yourself solo recording of his populist anthem "Rich Men North of Richmond" hit YouTube and, with 128 million clicks at this point, changed his life.

In a recent video — " To all my Friends and Family" — Anthony apologized for his relative silence for a few months. He said he was swamped in music-business "craziness," finding professionals to handle concert merchandise and lawyers to protect his songs. In January, he retreated to an old church in Savannah, Georgia, to record his first album — using "microphones from the 1940s" and the natural echo in the sanctuary.

"You know, I didn't want to come out on tour to just sing a bunch of songs to people and then go home and make money. It's like, I wanted to touch people. I wanted to get into people's heads and just try to make an impact," said Anthony, a high-school dropout in rural Virginia who held late-shift jobs in several factories in the North Carolina mountains.

"It's such a crazy place that we're living in now. … It feels like the people that we elect to give a voice for us, they're the complete opposite. If anything, they silence us and manipulate us. … It feels like, in a way, maybe, that we've already went off the cliff as a nation."

For many critics, that sounds like red-state political talk, not the words of an everyman who spent years struggling with depression and alcohol.

While Anthony's impact in America has been massive, audiences at recent concerts in Ireland and Australia also belted out "Rich Men North of Richmond" lyrics line for line -- especially the chorus: "It’s a damn shame what the world's gotten to / For people like me and people like you / Wish I could just wake up and it not be true / But it is, oh, it is."

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A 'nothing in particular' believer captures millions of clicks in YouTube America

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A 'nothing in particular' believer captures millions of clicks in YouTube America

Oliver Anthony counted about 20 listeners when he performed earlier this summer at a produce market in coastal North Carolina.

That was before August 8, when radiowv posted his "Rich Men North Of Richmond" video on YouTube. More than 45 million views later (when this was posted), the unknown country singer from Farmville, Virginia, has become a culture-wars lightning rod.

When he returned to the Morris Farm Market, near Currituck, he faced the massive August 13 crowd and read from Psalm 37: "The wicked plot against the righteous and gnash their teeth at them; but the Lord laughs at the wicked, for he knows their day is coming. The wicked draw the sword and bend the bow to bring down the poor and needy, to slay those whose ways are upright. But their swords will pierce their own hearts, and their bows will be broken."

Anthony then sang his blunt NSFW (not safe for worship) hit about suicide, depression, hunger, drugs, politics, child sex trafficking and dead-end jobs.

"I've been sellin' my soul, workin' all day / Overtime hours for bulls*** pay / So I can sit out here and waste my life away / Drag back home and drown my troubles away," he sang, with the crowd shouting along. The chorus began: "Lord, it's a damn shame what the world's gotten to / For people like me and people like you / Wish I could just wake up and it not be true / But it is, oh, it is / Livin' in the new world / With an old soul."

"Rich Men North Of Richmond" debuted at No. 1 in Billboard's Top 100, the first time ever for a new artist without a recording contract and mainstream radio support.

"The song was immediately politicized, even though there have always been country songs with singers lamenting the state of their lives and the state of America," said David Watson, a theologian and country-music fan. He is academic dean of United Theological Seminary in Dayton, Ohio, near a Rust Belt poverty zone with historic ties to Appalachia.