Will Hoge is a man who could make a difference. While delving into the business of Saving Country Music, folks can get baited into falling into the routine of lampooning anything construable as pop country, and championing anything independent or traditional. But in the end it may be artists like Will Hoge who reside between these two worlds—who have both commercial appeal and artistic substance—that have the greatest chance of making fundamental change in the mainstream music world.
When Will Hoge scored a #1 as a songwriter for Eli Young Band, he was destined to become a hot Nashville commodity, and that is exactly what has happened. His latest release is a song called “Strong,” and like so many of Will’s compositions, it demonstrates heart, depth, soul, and taste. There’s a lot of emotion in this song. It’s weighty. But in the immortal words of Ralphie from A Christmas Story, it’s….
That’s right. The song itself is not a commercial per se. It was written to stand on its own. But just like Bob Seger’s “Like A Rock,” and John Mellencamp’s “Our Country,” it has been tapped to become the official song of the Chevy Silverado—destined to be played half a dozen times during every single football game for the next two years at least, and maybe longer. You may love this song now, but let’s see how you feel about it after the Super Bowl in 2015.
Unlike the other Silverado songs, “Strong” was never released on its own before being assigned this distinct position. Here in 2013, the official song of the Chevy Silverado feels just as much like an indelible American institution as anything. You can guess someone’s age by asking them what song they heard in Chevy commercials growing up. Does it make it somewhat shady, or blur the lines even more between commercial and artistic content that the song was never given its own legs before being released in this way?
I say no, and yes. By definition, this is a sellout move by Will Hoge, whether we like him as an artist, or not. Would it be fair to give him any less criticism than some people give an artist like, let’s say, Toby Keith, who’s made many appearances in Ford commercials over the years, and calls himself “The Ford Truck Man”? Does it make any difference that, unlike Toby’s Ford jingles, “Strong” actually has substance, and that it’s from an artist whose built a career on sincerity?
And then we get to the whole business of trucks, commercials, and country music to begin with, and my little semi-conspiracy that auto companies have been targeting the country music demographic with their marketing, and that is why there are so many truck songs in country music these days. And this leads to the conversation about the blurring of lines between what is music, and what is marketing. Jay-Z releases an album for free to people who buy a certain phone. Will Hoge releases a song through a Chevy commercial. At some point, it may become commonplace for artists and labels may use commercials and promotional product giveaways to release music in lieu of radio. But then again, who can blame them when corporate radio has become so collusive?
In the end, is the song good? Yes. For certain fans that worry about such things, is it unfortunate that it was released in a commercial? Of course. It’s a new paradigm that were likely to be faced with increasingly as music revenue continues to dwindle and artists and labels continue to try and discover new avenues to get their music to the masses. In the end, it was probably better that it was Will Hoge getting the payday for his truck song (that only mentions a truck once), instead of Jason Aldean or Tim McGraw, and that we will all be subjected to “Strong” over and over through the NFL season, and not McGraw’s “Truck Yeah.”
1 1/4 of 2 guns up.
(the 1 1/4 for a good song, the 3/4’s for releasing it as a commercial)
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