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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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A case for having some doctrines affecting smartphone use in pews

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It's a typical Mass in an American parish in which the kneelers contain a mix of teens, single adults, young families and church stalwarts with gray hair.

Near the end of a sermon about family life, during this hypothetical Mass, the priest makes a pithy observation that is both poignant and slightly ironic.

A young-ish parish council member smiles and posts the quote to Twitter, since he is already using his smartphone to follow Mass prayers in a popular Catholic app. This infuriates a nearby grandmother, who is already upset that her daughter is letting her kids play videogames in church, to keep them quiet.

The Twitter user, of course, thought he was paying the priest a compliment by tweeting the sermon quote while, perhaps, engaging in a bit of social-media evangelism to prompt discussions with friends at work. But this gesture also infuriated a nearby worshipper and destroyed her sense of sacred space.

"Everyone used to know the worship rules and now we don't. It's that simple, which means that things are getting more complex," said Lee Rainie, director of Internet, science and technology research at the Pew Research Center. He is also the co-author of the book "Networked: The New Social Operating System."

Every venue in public life "has its own context and you can't write a set of social-media rules that will apply in all venues," he said. "Using technology to enrich our own spiritual experiences is one thing, while interrupting corporate worship is another. … People are going to have to ask if that phone is pulling them deeper into worship services or if they're using it to disengage and pull out of the experience."

This storm has been building in the pews for more than a decade and religious leaders will not be able to avoid it, according to fine details in new work by the Pew Research Center's American Trends Panel.