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For going on 40 years, Austin City Limits has been the one safe haven for substantive music performances on television, using the prestige of their program to lift up many artists worthy of a wider audience, but artists that are unfortunately not graced by the attention of mainstream radio. Originally established to be a visual companion to Jan Reed’s groundbreaking book Improbable Rise of Redneck Rock that set out to chronicle the formation and continued legacy of Austin’s music scene, and as a program that resides on public television, commercial concerns are an afterthought to Austin City Limits behind doing their duty to the local music community and shining a spotlight on undiscovered and deserving talent.
It is in this spirit that Austin City Limits has slated a scrappy young country music artist to appear during their latest season. Though you may have never heard of him, all that might change after he makes his Austin City Limits debut. His name is Eric Church, and despite only winning the Country Music Association and Academy of Country Music awards for Album of the Year once, and having only sold roughly 3.5 million albums, the native North Carolinian has a promising future ahead of him, especially with ACL’s help.
“Since ‘Austin City Limits’ is a PBS program and their funding partially comes from the Corporation for Public Broadcasting and from donations from viewers like you, they don’t have to worry as much about ratings and sponsors, and can reach down to give exposure to a deserving artist like Church,” says Eric Church representative Elizabeth Frankenfurter. “Though they have brought on big corporate sponsors over the last few years like Budweiser and Lexus, it’s clear with their selection of Church for the new season that corporate sponsorship concerns do not go into the selection of performing artists. If ‘Austin City Limits’ started selecting bigger names to showcase on their program, artists like Eric Church would be locked out of the opportunity to be presented to thousands of appreciative and attentive music fans that otherwise may not know about him.”
Eric Church joins other acts like Dave Matthews Band, Cheap Trick, Pearl Jam, Tim McGraw, and Radiohead that were thrusted into the public spotlight because of their Austin City Limits opportunity. “It’s such an honor for me to play on the same stage that Texas legends such as Willie Nelson, Stevie Ray Vaughan, Ray Wylie Hubbard, and Wayne “The Train” Hancock have played,” a press release quoted Eric Church as saying, but a check of the Austin City Limits archive shows that despite their important status to Austin music, neither Ray Wylie Hubbard nor Wayne Hancock have been awarded their own Austin City Limits show like Eric Church.
Eric’s latest album release is called The Outsiders—a testament to his underdog status in the industry. Hopefully his Austin City Limits appearance puts this “outsider” on the inside track to success in country music.
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