Randy Travis Sees Country Turning Towards the More Traditional
When Randy Travis was an aspiring performer and was relegated to washing dishes and frying catfish at The Nashville Palace across the street from the Grand Ole Opry in the early 80’s, the answer he regularly received when approaching record labels was that he was too country for the day and age. Well, we all know how that eventually turned out when Randy finally received his shot. Not only did he become one of the best selling country artists of all time and is enshrined forever in the the Country Music Hall of Fame, Travis helped to lead a resurgence of interest in true country music that went well beyond his own career.
We find ourselves in a similar moment in country music here 40 years later. We’re coming out of an unprecedented period of pop, hip-hop, and EDM incursions into country, but nearly everywhere you look in the mainstream, twang, meaningful songs, and traditional instrumentation appear to be returning, with artists like Luke Combs and Jon Pardi setting the pace as opposed to the Bro-Country acts of the past.
Since Randy Travis was part of the last neotraditional country resurgence, he has unique insight into knowing if what we’re seeing now is real, or just a blip.
“Country music needed a transformation to go back to the traditional, and there were a lot of guys out there doing great country music, but, for some reason, radio wasn’t listening,” Randy’s wife Mary told The Boot recently at the 2019 ASCAP Awards where Randy was being honored with the Founder’s Award.
“Randy came along, and turned it on a dime and opened the doors for all of those guys who were doing it right. And of course, Randy stayed true to that—through his whole career. He stayed true to the traditional country music … That was in the late ’80s, and here we are almost 40 years later, and it’s about time to run again.”
And running it is. And Randy Travis has been paying attention personally, appearing at concerts for Cody Jinks and other artists who stay to the roots of country.
“We feel like it is beginning to turn back to the traditional,” Mary says. “It’s almost like fashion and everything else, there is an ebb and a flow. There are so many young artists that study Randy, and study some of the traditional [style], and they’re singing it.”
There is still a long way to go, and as Mary implies, these things work in ebbs and flows. So even with all the positive signs, things could begin flowing in the wrong direction at any point. But we could be sitting on the edge of what we saw in the mid 80’s when Randy Travis rose out of obscurity—a sincere and widespread return to country music’s traditional roots carried on the back of a wave of new, invigorating, and influential artists.
January 13, 2020 @ 12:12 pm
I was in my early thirties when Randy hit radio. To say it went back towards the traditional side with him is a bit of an overstatement, Country was nowhere near as far gone as it is today. I would say it was in a bit of a moribund era, where the next thing was awaited, but just hadn’t arrived yet. Conway was a big thing, as was Barbara Mandrell, and so many others. There was plenty around to quench a country thirst. How do you get better than “Your the Reason God Made Oklahoma”? – 1981. Or George Jones with “He Said I’ll Love You Till I Die”? – 1980.
The abscess we all feel today is far more serious. The term “Country Music” has been stolen to provide cover for the confiscation of the radio stations used to play the hip-hop infused boy band gibberish that is offered under the name of “Country” today. Why? Always follow the money first. The people that own these stations and the recording companies are confident that even if the allegations are correct, there ain’t a damn thing anybody can do about it. Add to the money thing a desire to destroy the traditional in favor of the progressive. Witness the Dan & Shay hissy fit when Mike Huckabee was suggested as a CMA Board Member.
I think they are right.
January 14, 2020 @ 5:51 am
“Add to the money thing a desire to destroy the traditional in favor of the progressive. Witness the Dan & Shay hissy fit when Mike Huckabee was suggested as a CMA Board Member.”
Sorry, but the idea that progressives are trying to destroy traditional country is nonsense. The rise of pop-country in this century has been driven by an obsession with appealing to a young audience and keeping the expanded market Garth and Shania won over. They do what they think will sell. That’s why we see all the “dirt road, small town” pandering and attempts to ape genres such as pop and rock that are seen as having a wider appeal.
I’m a progressive and a die hard country traditionalist. I’m afraid conservatives do not own country music and they never have done.
January 14, 2020 @ 8:06 am
I think there can be a balance between traditional values and progressive values in country music, by applying the traditional sounds and spirit of the past and making them relevant to the concerns of today. This is really how the genre has evolved before; it has not involved pandering to audiences who don’t have any real allegiance, or at least understanding, of country music’s rich history.
At the same time, though, while people mention Luke Combs and Jon Pardi, let’s be honest and say that any movement back to a more traditional sound must involve female artists as well, as happened in the 1990s with women like Trisha Yearwood, Martina McBride, Patty Loveless, and tons of others. It can’t be all about the guys, We need folks like Margo Price, Kelsey Waldon, and others to be allowed room as well.
January 16, 2020 @ 8:53 am
Oh but there was a significant female presence in the good ol’ days as well. Kitty Wells, Jean Shepherd and Loretta Lynn for starters. Patsy Cline was more pop sounding, but that only proves that county-pop fusion is nothing new. The original country-rock act may have been the Everly Brothers.
January 17, 2020 @ 11:31 pm
I think the difference between then and now is that the best of what used to be called “pop country” still had heart and soul, quality and some actual resemblance to country music. For a lot of today’s “country” songs, if you asked 100 people what genre they’d call it, I bet very few, if any, would say country.
Good music is good music and I’d argue that country fans, even those who are fairly purist, are forgiving — or even welcoming — of good pop-influenced country music. What we’re being asked to welcome, though, is not only not country; it’s just outright bad. And then they wonder why we get angry and turn off the radio.
January 16, 2020 @ 8:58 am
Oh but there was a strong female presence in the earlier days as well. Kitty Wells, Jean Shepherd and Loretta Lynn just for starters. Patsy Cline was more pop sounding, but that proves that country-pop fusion is nothing new. And the original country-rock act may have been the Everly Brothers.
January 16, 2020 @ 8:48 am
Not even in the heyday of the likes of Hank Williams, Ernest Tubb and Kitty Wells?
January 14, 2020 @ 10:52 am
Awesome post.
January 14, 2020 @ 8:38 pm
Few of your assumptions are off. That’s the problem with this whole statement. Country radio isn’t it for the music no matter how much they say they are. It’s a complete fallacy. They’re in business to sell ad space. The type of music is to fit between the ads. Just look at the major depletion of iheartradio today and they don’t even care. Putting computer dj’s And artificial intelligence instead of people.
The second assumption is the money. They may love a great lifestyle and have a signing bonus but major label country artists don’t make money generally. Yes they try with every single one. It’s just too costly. Average label having 12 artists about 10 of them lose money. Number 11 breaks even for the first ten. The last artist is why they’re in business and your A list.
Here’s your example of an artist on a 360 deal. It’s 2-3 million to break a new artist. That has to be paid back to the label to be able to start making money. Add in costs of a radio tour, radio promotion at possibly a million a song, cd, leasing a bus and paying a driver, diesel fuel, flights, paying a band, Walmart or iTunes or Amazon taking a 35% cut on a cd sale. Every show booked the agency is taking a 10% cut for setting it up.
How many singles or cd’s or songs have to be streamed, or merchandise, or concert tickets have to be bought. It’s quite hard to make money just with these basic examples and there is more.
January 13, 2020 @ 12:17 pm
I tend to agree with this assessment. I am dusting off my pedal steel as we speak!
January 13, 2020 @ 12:46 pm
Definitely hear the sound swinging towards more traditional country music. I do think what’s missing is the voice that will bust the doors open like Randy did. George Strait was around as was Ricky Skaggs and other’s but something about Randy’s voice that had a universal appeal.
January 13, 2020 @ 1:28 pm
Randy’s new wife seems to be a little too thirsty for my taste. Is he not able to express his own opinions since the stroke?
January 13, 2020 @ 1:31 pm
No he can’t. His speech was significantly affected. However he can write and convey opinions.
There is definitely the archetype of the country star’s wife that seems to crave the spotlight for themselves. Have yet to get that vibe off of Mary. It’s just that she can speak, and he can’t.
January 16, 2020 @ 9:03 am
So sad that we have yet another legendary singer whose voice has been silenced, along with Linda Ronstadt and Neil Diamond.
January 13, 2020 @ 2:32 pm
I had the chance to meet Randy at the Country Music Hall of Fame two years ago, and Mary was very nice and appreciative to all the fans there. While some may look at the money/spotlight side of things…I feel like she’s doing her best to make sure that Randy is still prominent (the book, appearing at events, etc) because music is his livelihood. It gives them an opportunity to be a part of the music world, even when he is unable to perform.
January 14, 2020 @ 8:09 am
Mike Honcho- you get married to and take care of a man who can’t take care of himself after a stroke and then come back and tell us who’s “thirsty” – take a look in the mirror before you throw daggers at people you don’t know you POS.
January 14, 2020 @ 10:23 am
Bless your heart.
January 13, 2020 @ 1:33 pm
I separate country into two categories – party and sober. Party country is Bro country – you’ll hear it at clubs, hear it in frat houses when people are getting plastered, and when people are driving around having a grand old time being assholes. There’s a time and place for it I think (not a place I’d want to be). It’s just country incorporating pop elements (or, more accurately, vice-versa) so people can get drunk, listen to it, and make bad decisions.
Sober country is the good stuff. It’s the stuff this site pushes. And honestly, the funny thing is that it’s way, way better to listen to when you’re partying, at least in my experience. It’s just a matter of getting it to be popular enough, which can be difficult only because it usually isn’t appealing to lowest common denominators and can’t be mass produced (like most Bro country songs, which don’t offer much variety in arrangement or lyrics).
My theory? That bro country was pushed because it was easy. The writing and recording costs are much lower, so you can have a lot more of it and focus time and money on marketing, which in turn is used to dupe people into thinking they’re listening to “real” country music, since that’s all they hear on the radio stations. It’s sad that we have to look in the nooks and crannies for the good stuff, but the past few years have really been outstanding and I hope the trend continues. Thank goodness for spotify and other streaming services that make the good stuff accessible.
January 13, 2020 @ 3:37 pm
Yes…real country music is produced all around the world…Shane Owens, Erin Enderlin, Ags Connolly, Felicity Urquhart, Adam Harvey or an unknown act from Finland…
…but…as long artists like Michaela Anne or James Carothers can’t get airplay & a major label contract…i can’t see “country turning towards the more traditional”.
Billboard Airplay Charts (01/11):
#1 – Dustin Lynch
#2 – Luke Combs
#3 – Lady A
#4 – Dan + his Shay feat. the Bi-Ba
#5 – Jon Pardi
#6 – Thomas Rhett
#7 – OD
#8 – MM
#9 – Sam Hunt
#10 – Jimmie Allen
+ #11 – Kane Brown / #12 – Jason Aldean / #13 – Luke Bryan / # 14 – Jordan Davis / #15 – Brooks feat. Shelton…Most Added – Rhett feat. Pardi / Re-Entry Hootie & The Blowfish…Matt Stell…Granger Smith / Hot Shot Debut Shelton feat. Stefani / New Entry Morgan Evans…well…the cold hard truth.
January 13, 2020 @ 7:52 pm
I’d
Like to see Randy Travis use whst voice he even if just a few words than never hear him at all before he can speak limelight Mary is taking over we know he has little voice but let him give it a try she wasn’t there when he was a star let him shine now even if it’s a humm its who he is now not a mouse in a corner Talk to us Randy
January 14, 2020 @ 8:11 am
You’re obnoxious. I can’t even find good words to respond to your ignorance.
January 14, 2020 @ 10:54 am
I think if you read his book you would have a different opinion of Mary.
January 16, 2020 @ 9:06 am
Even if it’s to espouse political views, like with Linda Ronstadt?
January 13, 2020 @ 10:29 pm
Cody Jinks- Cody Johnson – Whitey Morggan-Sturgill Simpson – Jon Pardi – Aaron Lewis – Aaron Watson- Jacob Bryant – The Steel Woods-Curtis Grimes- James Corutheres – Ryan Bingham…not sure I spelled their names but Just to name a few that need more RADIO TIME.. CODY JINK EFFING JINKS 2 albums released in back to back weeks and BOOM BOTH GO *1 nobody else was even close….l DON’T NEED TRASHVILLE TELLING ME WHAT IS GREAT COUNTRY MUSIC…. WAYLON JENNIGS ❤️ SHOWED YOU CAN MAKE IT WITHOUT TRASHVILLE…..
January 16, 2020 @ 9:12 am
I believe John Prine would fit into this as well. One of the respect all-time singer-songwriters whose creativity flourished even after throat surgery, despite never having chart success because he was difficult to categorize.
January 14, 2020 @ 9:24 am
I’m Jink’s fan but i don’t see a lot of his music as traditional
January 14, 2020 @ 10:17 am
I guess it’s relative – you’d never mistake him for a singer from the ’50s or even the ’80s, but he uses fiddle and steel and a human drummer and performs songs that have a country feel.
January 14, 2020 @ 10:50 am
several aspects of country ‘stardom’ easily and often overlooked are confidence charisma and mystique ‘.
as an aspiring artist , coming across as desperate ( recording ANYTHING to be noticed ), lesser than or waiting for guidance ( reality singing contests ), flip-flopping in their output ( Maren Morris ) ,or teaming up with artists from another genre to ‘spread the word ‘ or tap into that artist’s fan base are all accepted marketing ploys which MAY achieve results…..putting a spotlight on a label’s latest signing for at leas 15 minutes . but ultimately , this is pandering 101 and attracts a listener more interested in riding the trend than in exploring REAL artists who are committed to their art above all . i’ll just say it ….this is whoring , on an artist’s part , if they aren’t selling the vision for themselves they absolutely believe in. but rather THEMSELVES .
if you LOVE REAL COUNTRY music , the lyric , the narrative, the sentiments , the fiddles and steel guitars , the honest emotion in an artist’s vocals , the way they can touch you and even wake up your take on other artists’ authenticity ( or lack thereof ) then the marketing , the trend- chasing , the forced-down-your-throat exposure , the lack of vision or consistency all become inconsequential and insignificant .
artists like the artists i’m describing here are VERY few and far between in these times. and unfortunately , many of the indies and lesser -knowns with great songs are still indies and lesser knowns for a reason : they don’t have IT …..they don’t have the je ne sais quois….the damn the torpedoes approach to the music ( Willie , Stapleton , Sturgil , Loretta ) that , like them or loathe them , sets them apart from the punching -the- clock- trend-chasing- all -hat-no- saddle ( thanks miranda ) wannabe’s .
we may not want to admit it but we have no honest allegiance to or respect for ‘artists’ we are forced to ‘like’ . i think its only the casual listeners who are NOT particularly informed outside of publicity and marketing of these wannabes …at least NOT musically …that seem to show some kind of allegiance to these mainstream masqueraders . but saying that , what most of these fake country ‘stars’ have that most REAL artists often don’t is charisma and confidence and looks . THEY ARE MARKETABLE PRODUCTS because of those things …not their music. they can sell themselves to us ….their charm, their personalities , their ability to react to any circumstance ( publicly) they are thrown into , and …oh yeah …did I mention THEIR LOOKS …their sex appeal and their , perhaps even , passable vocals make them 100% MARKETABLE COMMODITIES to the celebrity and trend -addicted pop culture consumer .
very few have REAL talent . even fewer get the golden opportunities . fewer still have the confidence and the sex appeal. but almost ALL of those who those ‘assets’ will indeed have marketing , money and management that ensures them the absolute BEST shot at long term success regardless of whether they are singing ‘ country’ music or selling cook books . . they don’t need to be able to find or recognize or even connect with a GREAT song . they have all they need to succeed if they have what it takes to sell THEMSELVES to folks who are easily seduced by that alone . and too many fans of the genre have indeed been seduced by everything BUT the music .
January 14, 2020 @ 2:37 pm
My favorite singer….beautiful voice & a beautiful heart. My husband & have had the pleasure of spending time with he and Mary & mutual friends. Can’t wait to hear him sing again! Love you Randy & Mary, & loved Randy’s book, Forever & Ever Amen. Great read if you are as big of fan as I am.