Tyler Childers Song Backdrops New SEC Football Campaign
Oh thank God. Usually when country music and sports interact—especially when it comes to college football—it’s a weekly shaming ritual for actual country music fans as Florida Georgia Line or some other trash gets selected as the bumper music into commercial breaks during broadcasts, or as the background noise of highlight reels. This is one of the reasons for the strange cross pollination for hatred in what modern country music has become that’s shared with many of the writers and talk radio personalities of the sports world.
Sports is actually one of the ways cool country music is busting through to the greater population in lieu of radio support, with Cody Jinks, Cody Johnson, the Turnpike Troubadours, and many others becoming the favorites of athletes, getting played as baseball walk-up music, and making it onto locker room playlists. Mainstream country no longer has a monopoly on American culture, and a new television ad is just the latest example.
The SEC College Football Conference recently debuted a new minute-long spot as part of their “We Love It Here” campaign, highlighting the various teams from what most consider the most powerful conference in college sports. And it’s none other than Tyler Childers and his current single “All Your’n” from his new album Country Squire comprising the music.
Make no mistake, millions of folks will see this commercial which is set to debut on Thanksgiving Day, and play during most of the SEC games to come leading all the way up to SEC Championship Weekend. Other team-specific commercials will also be part of the campaign, and include “All Your’n” as the official theme song. Tyler is originally from Kentucky, and The University of Kentucky is part of the Southeastern Conference.
The commercial was created by the McKinney ad agency, who says the spot “…pays tribute to the SEC lifestyle and everything that makes the Southeastern Conference feel like home—highlighting traditions, rituals and moments with family and friends around the SEC.”
These SEC football games draw huge audiences, and rest assured those who don’t recognize Tyler Childers right off the bat will be Shazaming the song. And this isn’t the only opportunity “All Your’n” has scored recently. On November 20th, it was announced that the song had been nominated for Best Country Solo Performance for the upcoming 2020 Grammy Awards.
Tyler’s latest album Country Squire debuted #1 in country music upon its release in early August. It was his first release signing to Sony Music’s RCA Records in a partnership with his own imprint, Hickman Holler Records in May. Along with his producer Sturgill Simpson, Tyler Childers has also been making noise on the touring circuit, with their upcoming 2020 “A Good Look’n Tour” already selling out certain arenas, and topping the touring charts. Tyler’s previous record Purgatory also continues to sell well. In fact this week Purgatory came in at #34 on the country album charts, while Country Squire was at #70.
Don’t be surprised if Tyler Childers sees a spike in interest in the coming weeks as we head into bowl season.
November 28, 2019 @ 9:32 am
I really want to find out what jackass decided to have All Yourn be the big promoted song from that album. It’s without a doubt the worst song from an otherwise stellar album.
November 28, 2019 @ 10:23 am
I get it. I can’t stand the rest of the album but I like this. I thought it worked really well with the video.
November 28, 2019 @ 2:45 pm
Mr. Antlers ????;
Happy Thanksgiving!!
My guess is “That song” worked best with the video segment. Let’s you & I for just a moment play say, “Ever Lovin’ Hand”? ????
I believe we both know,…..
November 28, 2019 @ 2:55 pm
I really don’t understand the hate for “All Your’n” … it’s one of my favorite songs on the album, second only to Gemini. It works perfect for this commercial and it seems to be appealing too, first It was selected as the single, then a GRAMMY nomination, now this commercial. Childers is allowed to make catchy songs with choruses, he doesn’t always have to do this “rambling country-Folk” type of song
November 28, 2019 @ 3:14 pm
“All Your’n” got a Grammy nomination. So, someone smarter than you.
November 30, 2019 @ 3:37 pm
Grammy nomination doesn’t mean it’s a good son.
November 30, 2019 @ 3:49 pm
The song is a bathroom break for me. But you can’t argue between the Grammy nomination and the SEC commercial, that it’s not the most successful song he has recorded to date. The original comment was questioning its selection, there’s no question it appeal.
November 28, 2019 @ 7:32 pm
https://youtu.be/gt1TF5NelLo
Listen to that version. It’s a great song with super shitty production.
November 28, 2019 @ 9:29 pm
Everyone has heard that version. It’s good too. But it’s an early version, and one that Tyler chose to deviate from for the final studio recording. That’s the risk with rolling songs out on the road before cutting them in the studio…..you will always have people who liked the prior rough version better and accuse you of screwing it up in the studio.
November 29, 2019 @ 12:35 pm
I’m sure he’ll come out with another live or acoustic version on a future album so chill.
November 28, 2019 @ 9:54 am
Well, that was surreal. Kind of a laid-back vibe for a video full of crazy. Still, who cares. Tyler gonna be rich, and I’m happy about that. I watched the ad with the sound off to “House Fire,” which was mucho better and I’m too far north to be close to SEC, east or west.
Happy Thanksgiving, everyone.
November 28, 2019 @ 6:16 pm
Shoot House Fire would have been perfect for rivalry week.
November 28, 2019 @ 9:38 pm
The “full of crazy” was about 25 hugs, at least one wedding, dogs kissing, fathers and daughters, sappy couples, rival coaches hugging, etc etc. The “crazy” parts were fans cheering, which I believe was meant to symbolize their love for their schools. This was a pretty damn good commercial, and perfect pairing with the song.
November 29, 2019 @ 4:53 pm
Dude, teams in the SEC are fast, strong, and ferocious. I’ve been to games in Tiger stadium. Their fans are like fans in … Naples.
This SEC commercial is soaked in estrogen. If they’re re-branding, there will be disgusted groans across America. Tyler is a badass with a heart of gold. “House of Fire” is the only song for Ed Orgeron’s world.
Alright? Alright. Still happy for Tyler. Worth every penny.
November 30, 2019 @ 5:55 pm
I agree with all of that. One commercial with a theme of camaraderie doesn’t equal re-branding though. That’s what this was, and it’s why they chose the song.
November 28, 2019 @ 11:17 am
Even with his success so far I feel like that song has more potential . Seems very marketable , hopefully this ad pumps up it’s sales a bit .
November 28, 2019 @ 11:25 am
The commercial was way to OVERPRODUCED! Just like the song. Thanks, Sturgill!
Just kidding….wanted to be the first to make that ridiculous comment. I think the song was perfect for the commercial, and it will be great further exposure for TTC!
November 28, 2019 @ 12:29 pm
So it doesn’t just mean more anymore? 🙂
November 28, 2019 @ 1:37 pm
A Thanksgiving Day miracle.
I don’t understand all the SCM hate toward this song. In like it. Maybe I’m not cultured enough.
November 28, 2019 @ 1:38 pm
BTW… Go Dawgs!
November 28, 2019 @ 2:49 pm
Worst song he’s recorded. Shame to promote this garbage
November 28, 2019 @ 6:14 pm
What, exactly, do you find so offensive about the song that makes it “garbage”?
November 28, 2019 @ 7:35 pm
Ever lovin’ hand and peace of mind are far worse songs. The issue with the song is the production. Not the song writing or the lyrics.
Check this version. It’s great.
https://youtu.be/gt1TF5NelLo
November 28, 2019 @ 9:46 pm
There goes the “production” comment. What does that even mean? I think you are looking for the term “different arrangement”? As in, the final arrangement that Tyler chose to go with on the album wasn’t as good in your mind as an early live version?
November 28, 2019 @ 10:41 pm
If you don’t know what production of a song means maybe don’t respond to comments about production of songs. It’s pretty simple. I meant production which is why I typed production. Arrangement is one stage of production. Childers didn’t self produce the album so he didn’t “choose to go with” anything on the album, he follows the lead of the producers which is why you hire them. You give up part of your artistic license to the expertise of the producer.
That’s how this shit works. First lesson is free. The next will cost you.
November 28, 2019 @ 11:09 pm
Simmer down. You have ZERO direct knowledge of how this album came together. Listen to the latest joe rogan sturgill podcast for some clarity on their process.
Yes a producer has input and influence, but Childers has full creative control over his final product. If he feels something is bad, it doesn’t make the album. End of story.
Tyler “chose to go with” every damn note and vocal on this album. Do your homework.
And save your “lesson” crap for your children, chief. You are obviously in way over your head on this topic.
December 1, 2019 @ 2:44 am
Slow your role there Todd, internet tough guy. Talking to folks like that in real life gets your ass kicked real fast.
And I’m sure he’s terrified of the “cost” for your next “lesson”.
GTFO.
December 1, 2019 @ 2:46 am
If you wouldn’t tell the man to his face that the song is garbage, best not do it here.
And we know you wouldn’t.
November 28, 2019 @ 3:03 pm
Most powerful??? Even this site has SEC bias
November 28, 2019 @ 5:02 pm
I’ll be waiting on my Dawgs to win the big one until my lungs give out! Thankful for southern music and football!
Looking forward to spending the evening with my family, sipping Bulleit Rye and watching the Falcons and “The Last Waltz”. Happy Thanksgiving SCM!
November 28, 2019 @ 6:29 pm
Zac Brown is the musical host of tonight’s Saints/Falcons game.
.
That’s all I have to say about that.
November 28, 2019 @ 8:58 pm
Actually I think he did a good job on the reworking his version of the intro song and I’ve never been a fan. Might be the last Country thing he ever does…lol.
Also I like All Your’n and the commercial. My nine song rearranged version of Country Squire has grown on me. No problem with this at all.
November 28, 2019 @ 6:32 pm
PERFECT for the video. IMO. Sure some will bitch, that’s ok different folks have different likes and dislikes, which they are allowed to have. This is MY favorite song on the album. I think i’ll play it on my Radio Show Monday, as the Big ‘ol poster of Tyler looks down on me in the Studio. Hell yeah i,m prejudice,,he lives right here in Estill County KY. I’m so glad to see him be so successful, as a Country/Bluegrass DJ, I find his Music refreshing. As us ‘ol Hippies use to say,,,CHOW!
November 28, 2019 @ 6:35 pm
I discovered Turnpike Troubadours because they’re Matt Carpenter’s walk up music. I was at a game at Busch and said “Who in the hell is that band?” and found out a couple days later and was instantly hooked
November 29, 2019 @ 7:11 am
People that define themselves buy the music they hate are doucebags.
November 29, 2019 @ 4:34 pm
We may be getting what we deserve here. By the time you’re seeing “buy gold” all over mainstream marketing channels, much of the magic is gone. In my humble opinion, Country Squire is worthy of respect and support but, lacks the staying power of the earlier music. It’s just a fact that songs like “shake the frost,” “nose on the grindstone,” “feathered Indians,” “I swear to god,” and about 10 more are songs I’ll play until I die. Although I like a couple of the new songs well enough, I’m well beyond that album at this point. Sturgill hasn’t made a song I actually like (covers aside) in multiple albums and multiple years but, he can behave like Zack Brown and people will still go to bat for him because he’s Sturgill Simpson and, best I can tell, we’re just unwilling to take the L on someone we invested so heavily in no matter what he does. Frankly, most folks aren’t putting Trigger amounts of effort into understanding this music and are just unwilling to waiver from the narrative that this is “real country music and screw you if you don’t like it.” In fairness to those folks, there was a time when that was probably true. Contrast the loyalty to these guys with the nitpicking that happens below a Cody Jinks article (a man whose contribution to modern country music is almost beyond reproach) about snares or whatever and, I think we are getting what we had coming. Country Squire is a good album but, lesser than Purgatory (which isn’t a criticism as Purgatory is a great album). Sturgill’s last 2 are so bad they’ve negatively impacted my ability to enjoy the earlier albums. The fact that these guys are getting rewarded by the bandwagon fans by selling out arena shows is nothing more than an example of how screwed up country music is. I think these guys deserve what they’re getting but, they deserved it a while back when this thing was truly special. I know, I know, “the music industry doesn’t work like that” but, changing things such that these artists are rewarded properly is what constitutes saving country music in my estimation. How can these guys not get lost with fans like us? In any event, I’m tired of talking about it. For those few of you with whom my rants resonate, I just sat second row at a Cody Jinks, Lucero, and Ward Davis show for the cost of nosebleed arena seats at this recent tour. All 3 acts were truly special like the good old days with Tyler and Sturgill. I do not regret my decision of supporting those guys this year. I hope to see Tyler again in the future but, imho, that’s where the soul of this “movement” is located currently. It’s a worthwhile alternative to a half-country arena show if you’re thinking this spectacle isn’t quite where your hearts at anymore. I sure miss the feeling of early Tyler and early Sturgill music but, I’m not gonna go searching for it in Madison square garden when I can’t find it on the albums first. Take care.
December 2, 2019 @ 7:17 am
It’s easier to get Grammy consideration and ad placements with a song that’s less ‘niche-y,’ at least to folks who don’t know about or listen to TC. That was probably at least a fraction of the reasoning with the production/arrangement of the song. Personally I’d rather have steel guitar and straight up piano in place of synths and guitar distortions, and think the song could have been one of his best if done that way. Unfortunately that wouldn’t make the song as ‘interesting’ or whatever to the awards crowd, which is disappointing – of all the tracks on the record it was definitely the one that sounded like it didn’t belong. Ah well, if it boosts his recognition it’s probably worth it.