Chris Stapleton’s Historic Country Moment, 5 Years Ago Today
Five years ago today—on November 4th, 2015—the biggest event and paradigm shift in country music occurred most certainly in the last 10 years, likely in the last quarter century, and possibly one of the biggest moments in the totality of country music history. And the fact that here five years later, the waves of momentum and influence that initially emanated from that moment are still resonating outward in reverberative circles is all the proof you need to validate that argument.
We’re of course talking about Chris Stapleton showing up to the 2015 CMA Awards as a virtual unknown aside from in songwriter and mostly independent country circles, and after having received virtually no radio play, and having sold very few copies of his debut solo record Traveller, he shocked not just the country music world, but the entire entertainment landscape when he walked away with New Artist of the Year, then Male Vocalist of the Year, and then Album of the Year for Traveller.
Not only that, Chris Stapleton also turned in what turned out to be the marquee performance of the evening, and one for the ages when he took the stage with close friend and early proponent Justin Timberlake, and performed the classic country song “Tennessee Whiskey” in a moment that subsequently went mega viral.
How big was that moment? It was so big that here five years later, both Traveller and “Tennessee Whiskey” are still two of the most successful pieces of media in country music at the moment. This week—the five year anniversary of that CMA moment, and five years and seven months after Traveller was released—the record still sits at #5 on the Billboard Country Albums chart. It sold another 11,000 copies and equivalents just last week, with songs from the album being streamed 10.5 million times, led primarily by “Tennessee Whiskey.” The song, and album, are now American standards.
It’s this level of continuing success that almost makes one want to resent Chris Stapleton, which is exactly what has happened with many independent music fans. As Chris Stapleton has admitted himself, all of this overwhelming mainstream success means he’s lost a lot of his street cred. You mention the name Chris Stapleton in certain circles, and you immediately hear grumbles, and comparisons to many of the worst mainstream country personalities. It underscores how sometimes the most devastating development for an independent artist is success.
But regardless, with the clear-eyed and wide-minded perspective we can now take on Chris Stapleton’s meteoric rise here five years removed from it, it’s unfair to consider it anything short of historic. What other seismic moments in the modern era rival what Chris Stapleton did? They’re mostly moments that much of history will judge as dubious, and a step in the wrong direction for the genre.
Perhaps you can point to the release and success of Jason Aldean’s song “Dirt Road Anthem” in 2011, which opened the door for country rap in the mainstream, and set the stage for the rise of Bro-Country. You could point to the breakout success of Florida Georgia Line and their song “Cruise” in 2012 which cemented Bro-Country’s grip, or Sam Hunt’s massive success with “Body Like a Backroad,” which at the time rewrote the history books for singles. But it’s probably Taylor Swift’s big wins at the 2009 CMA Awards when she walked away with Entertainer of the Year, Female Vocalist of the Year, and Album of the Year for Fearless to find a rival, or equivalent to what Chris Stapleton did in 2015.
You could also possibly point to Luke Combs, and all the incredible success he’s been enjoying lately, though it’s not really been centered around one awards show moment, or one song or album. This week, Luke Combs shattered even more records with the reboot deluxe edition of his latest album What You See Is What You Get, which is the all-genre #1 album at the moment, and just set a new streaming record for a country album with over 102 million online streams in one week.
But it was Chris Stapleton’s success that allowed someone like a heavy set songwriter such as Luke Combs to be able to find mainstream success with songs that don’t always fit the mainstream country norm. And the impact of Stapleton’s moment five years ago was not just a concern for the mainstream. Since Stapleton was a relative unknown at the time who had received no radio play, it caused thousands, maybe millions of music listeners to question what else the mainstream wasn’t serving them.
Soon droves of fans were turned onto other Dave Cobb-produced artists such as Sturgill Simpson and Jason Isbell (who helped to open the door for Stapleton), then Brandi Carlile and Colter Wall. All of a sudden an entire new world of possibilities was opened up to them, perhaps one where Stapleton wasn’t even their favorite artist anymore now that they had discovered new options.
On November 4th, 2015, Chris Stapleton stopped the Bro-Country phenomenon in its tracks (though it’s residue still lingers out there), helped install independent country at the very top echelons of country music, helped return country music back towards its roots, had a massive hit with a 35-year-old classic country song written by Dean Dillon and Linda Hargrove, that had been previously-recorded by George Jones and David Allan Coe, on a landmark album he recorded live with his touring band comprised mostly of his own songs.
Grumbling traditionalists and independent fans like to downplay Chris Stapleton, and his 2015 CMA Awards moment specifically, as do Bro-Country fans and others who want to think of their favorite performer above Stapleton. But history will and should show that November 4th, 2015 was one of the most important days in the history of country music. And now with five years of reflection and further evidence, that’s very hard to impossible to refute.
November 4, 2020 @ 11:50 am
July of that year Chris was one of the opening acts for Forecastle, I can’t remember who played on the stage before him but after they were done about 75% of the audience left and me and my friend went to the front to wait for Stapleton. I even told a few people you are going to miss a hell of a show, Stapleton killed it! Just to think about that now and how no way that much of the audience would even consider leaving knowing Stapleton was coming on was crazy. My Facebook memory from today was even of the concert video I posted when my feed was going crazy with people discovering Stapleton from that now viral moment. Congrats to Chris for the success and helping shape modern country music for the better. Excellent write up Trig.
November 4, 2020 @ 11:56 am
“All of a sudden an entire new world of possibilities was opened up to them, perhaps one where Stapleton wasn’t even their favorite artist anymore now that they had discovered new options.”
Pretty much exactly how it worked for me. I grew up on my Dad’s Johnny Cash and Dwight Yoakam CDs/Tapes and his XM Willie’s Place, but by 2015 the only modern country artists I really liked a lot were Eric Church and Corb Lund (and I only knew Lund because he was Canadian).
Damn my music world changed after that, along with Sturgill’s 2016 Grammy Award. Sturgill, Isbell, Turnpike, Lindi Ortega, Carlile, came immediately, and then Wall and Childers I knew as they grew popular because of what Stapleton did.
Still consider Dwight and Church to be my favourite artists, but I love country music agian thanks mostly to Stapleton. Thanks Chris (and thank you Trigger for being my go-to source to find new music in that amazing 2016-2019 period)
November 4, 2020 @ 12:01 pm
Chris was a part of the Waylon Jennings tribute concert at the Moody Theater earlier that summer and at the time he was still virtually unknown to the majority of the participants. I remember there was a group of guys in front of me and I overheard one of their friends explaining to them how great his album Traveller was and that they should all check it out. Little did they know they were watching a country legend in the making! Of course by the time the tribute show aired on CMT it was two years later and Chris had already become a household name.
November 4, 2020 @ 12:55 pm
I saw him at the Orange Peel, which holds about 1200, in Asheville in June, 2015. Got my ticket at the box office the afternoon of the show. I had bought Traveller and had listened to it dozens of times. Obviously, an unbelievable performance and great night. He deserves all the accolades that have come his way.
November 4, 2020 @ 2:45 pm
I always share what I like to call my “hipster moment” when it comes to Stapleton (one of the few times that I was into something before the majority). On May 5, 2015, I made my way to my local Best Buy on my lunch break and set to looking for a copy of Traveller. Best Buy is generally good at getting things on the shelves on release date (at least in my neck of the woods) so I was surprised when I couldn’t find it. I asked an employee to find the album for me. He went to the back, and almost 30 minutes later he came out with the only three copies that the store had received. I picked mine and left, much the same way I had for many other indie country releases (as well as DVDs/Blu-rays that only I and two other people cared about).
I took to playing the album around my family and aside from a bit of interest in “Tenessee Whiskey” (whoever decided not to release this cover to radio is an idiot), they mostly expressed disinterest and a bit of consternation at the fact that they didn’t recognize the name or songs. Fastforward six months to that legendary performance (which I didn’t watch live but found later after I heard what happened), I have family and friends asking me to borrow the CD. Almost overnight stores had so many copies crammed onto the endocaps and shelves that they were folded like paper.
It honestly feels like longer than five years ago, yet at the same time like yesterday. And Best Buy no longer sells CDs, which makes the whole experience feel a little surreal in hindsight. So, yeah, I was ahead of the curve. Yay me. Can’t wait to read all of the comments complaining about Stapleton that are sure to follow.
November 4, 2020 @ 2:57 pm
Forgot to mention: I’m seeing something similar happen with Tyler Childers. No big awards show presence or radio play as of yet, but several people I know and have met recently not only know who he is but are big fans. Just a few years ago when I bought Purgatory it seemed like nobody knew who he was (and I only found out because of SCM). Many of these same people that are Childers fans still have no idea who Sturgill Simpson or Jason Isbell is, which is interesting. I’ve even talked with some girls who talk about Tyler the same way that others do Luke Bryan or any other mainstream artist (“he’s so hot, his songs are so great, blah blah blah”).
Obviously, we’ve seen many of these indie darlings cross over into mainstream territory as of late (as is noted in the article), but the way it’s happening with Childers is intriguing to me. There’s a barrier that seems to have a hold on Simpson and Isbell at times that he’s crossed, without ANY radio support (as opposed to the minimal support Stapleton has gotten over the years). Hell, I just attended a wedding that played “Lady May” for the first dance, followed immediately by a Rascal Flatts song. If that doesn’t say it all for his growing appeal I really don’t know what will.
November 4, 2020 @ 3:03 pm
Good guy. Saw him in concert with Marty Stuart, who gave Chris his seal of approval. That’s more than good enough for me.
November 4, 2020 @ 3:43 pm
Maybe you should learn more about Jesus before calling him a Liberal, because that he was not.
November 4, 2020 @ 7:32 pm
Rusty,
I was thinking the same thing
November 5, 2020 @ 5:27 am
If you read the bible, Jesus was socialist in its purest form.
https://www.openbible.info/topics/socialism
I railed against Stapleton in the begging, but started coming around after the CMA performance. He’s not in my top 25, but top 50 (maybe). I’m very much looking forward to his new album.
November 5, 2020 @ 6:47 am
Ummm…I’ve read it and most of those quotes. There’s no doubt he preached charity and empathy. At the same time I have yet to come across anything suggesting he advocated for theft by state power. In fact, and I could be wrong, but I believe there’s something in the Bible about stealing.
However, to keep it topical, perhaps Chris here should in fact equally share his streams, awards, and airtime, with his less fortunate peers.
November 5, 2020 @ 8:51 am
Jesus was the ULTIMATE Liberal.He wanted to love and help everyone. It really is that simple. Sorry If the truth makes you uncomfortable
November 6, 2020 @ 6:59 pm
Jesus also preached that if you don’t work, you shouldn’t eat. Also Jesus was Jewish. I don’t know why everyone says he was black, that is a blatant lie. Also people only think he was white because of Western Christianity’s art. If you look at the oldest Church Pantocrater from the fourth century the image of Jesus is middle of the road skin (not too dark and not too light) and black/dark brown hair.
November 4, 2020 @ 3:13 pm
I saw Chris play a number of times as a member of The Steeldrivers (with some amazing performances at The Station Inn and the Grand Ole Opry.) Even then, his stage presence transcended everything else up on stage- and that includes some truly stellar musicianship from the rest of the group. Anyone who cuts their teeth and earns their stripes playing bluegrass largely for the love of music should earn a free pass from the knuckleheads that claim anything negative about him since his success.
November 4, 2020 @ 4:01 pm
Yep. Me too Ken. Followed him with The Steeldrivers for years before he blew up. Selfishly, for the music sake I wish he had stayed with the band.
But I get that his status these days has assured a good economic situation for his family. Hard to argue that.
But it has put him creatively speaking , into a formulaic slump. But hey, its his legacy to do with as he pleases.
November 4, 2020 @ 10:19 pm
Was going to say the same thing. I think the first Steeldrivers album came out in 2010 and he was writing music for other people for quite awhile. The Jompson Bros was a cool little project from 2007. So the idea that Stapleton was unknown in 2015 might not be that accurate. Unknown to the public but was known to plenty for quite awhile in the music circles.
November 4, 2020 @ 3:19 pm
I’m not a country music fan, at all. But I am a Chris Stapleton fan. The man can sing anything, he has so much blues and soul in his voice, something I never thought I would hear from any country performer. I’m in my 70s, have seen so many great live concerts in my time….from Howlin’ Wolf, John Lee Hooker, to Cream, Rolling Stones and Jimi Hendrix. To name a few, Chris is right up there, he is way beyond country.
November 5, 2020 @ 1:43 pm
That makes sense. I don’t think anyone can argue with a straight face that Stapleton is a Country singer. While a limited number of his songs have country and southern rock influences, his voice and singing style is blues / rock / soul all the way….and there is nothing wrong with that. His association with country mainly comes from his career progression (Steeldrivers, Nashville-based professional songwriter for country and non-country acts, etc.) and the fact that his label has pushed him in the modern “country” realm (“country” awards show big moment that made him, “country” radio, and general marketing as a “country” artist). The decision by someone in the record label marketing department to have him wear a cowboy hat and a duster coat all time has also helped further his perceived countriness ; )
November 4, 2020 @ 4:55 pm
As a regular performer at open mics and in cover bands I can attest to Tennessee Whiskey (Etta James version) reaching an oversaturation in performances/requests much akin to Wagon Wheel, Ain’t No Sunshine, What’s Up, “that one song from O’ Brother Where art Thou”, and loud requests for Free Bird! But other than being sick of poor performances of that song, I can’t find a bad thing to say about the man, his career, or his success!
November 4, 2020 @ 7:46 pm
Thanks for pointing out “Tennessee Whiskey” is a classic by Dillon/Hargrove, since it seems like a lot of people think it’s an original Stapleton song. Honestly, I credit a lot of his solo success to his feathered hat band collection, but maybe that’s just me.
November 5, 2020 @ 6:43 am
Dean Dillon was wealthy before Stapleton recorded Tennessee Whiskey, thanks to George Strait,, but that song has put him into another category of the tax code im thinking.
November 4, 2020 @ 10:39 pm
I’m curious, do you think this album was more influential than Metamodern?
November 4, 2020 @ 10:51 pm
As far as influence, I think you would have to give the edge to Sturgill’s “Metamodern Sounds,” if for no other reason than according to Stapleton himself, “Metamodern” very directly influenced “Traveller,” and how it was approached and recorded. That said, “Traveller” is now quadruple platinum, while “Metamodern” is not yet gold, so clearly “Traveller” has reached a bigger audience.
November 5, 2020 @ 5:35 am
There’s a “before” and an “after” traveller for sure. Brilliant album.
November 5, 2020 @ 8:31 am
I did not buy Traveller but I did see Stapleton play live. I felt I may regret not going later. Great show.
November 6, 2020 @ 11:05 am
I enjoy Mr. Stapleton’s music, one of the few modern artists I like, however I get teary-eyed listening to some of his music. He looks very similar to my late brother-in-law Roy, who was born in 1907, and has been dead for more than 50 years. They both had beards and looked very similar. Roy also enjoyed singing and played the guitar, and he had a similar raspy voice. I just get flashbacks listening to his music, makes me wish my old brother-in-law was still here.