Right-wing Billboard breakout Oliver Anthony and the conservative country boom, explained.
Rather, these artists all arguably charted at least in part because they — purposely or not — tapped the vein of conservative resentment that has fueled numerous other consumerist movements this year. From
the backlash against Target and Budweiser over their queer and
trans-friendly marketing, to the viral push to promote the anti-human trafficking film
Sound of Freedom and its QAnon-adjacent rhetoric, each of these campaigns has arisen out of conservative disgruntlement with the mainstream, a feeling of being ostracized and marginalized. The motivation to “fight back” against the evils of liberal morality increasingly involves wielding individual purchasing power as a way to make a collective statement. Boycotting and promotion have worked in equal measure throughout 2023 for conservatives; both have yielded results.
Now, that consumerist mentality has found new subjects: Wallen, Aldean, and Anthony — with other, more unapologetically far-right artists, waiting in the wings.
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Oliver Anthony brings QAnon bugbears and overt welfare fat-shaming to bluegrass YouTube
As difficult as it is to claim that Aldean’s song is not racist, many have tried — including Aldean himself, who
claimed that it was about “the feeling of community” and the desire for a return to “a sense of normalcy.” Even though in practice
that logic falls apart, it clearly has its appeal to a particular audience. Across his burgeoning repertoire, Oliver Anthony’s lyrics voice a similar rhetoric — the idea that he is “an old soul” trapped in “a new world.” The new world, Anthony heavily implies, is indolent, hypocritical, and oppressive. Although Anthony has achieved massive popularity in a short time for the blunt, angry edge of these lyrics, they mask a much deeper, uglier type of ideology.
“Rich Men” has drawn over 30 million views in the week since YouTube user radiowv, Anthony’s co-manager, uploaded an acoustic performance of it. In it, Anthony strums a guitar and wails impassioned lyrics with familiar country themes about the plight of the working-class man who suffers at the expense of the “rich men north of Richmond.”
Anthony’s articulation of these themes — the working man is overworked, overtaxed, and exploited — has won him a huge outpouring of praise from the audiences that have flocked to stream the song since its release. In between these more universalized themes, however, is a jarring and discordant resentment directed at people on welfare, with all of the
embedded racism that implies. “Lord, we got folks in the street, ain’t got nothin’ to eat / And the obese milkin’ welfare,” Anthony sings. “Well, God, if you’re 5-foot-3 and you’re 300 pounds / Taxes ought not to pay for your bags of Fudge Rounds.”
Conservatives have long rallied around demonizing the welfare state. One reason for that is that even though
white people receive more public assistance than Black people, many conservatives view welfare as a system set up to help urban Black families. And although research has
repeatedly shown that welfare recipients work no less and often work more while on welfare, conservatives often view those families as undeserving grifters living off federal funds instead of helping themselves. The term “welfare queen,” for example, frequently gets used as
a racist dog whistle. In 1970, the one-hit country wonder “Welfare Cadilac” [sic] drew criticism as “
disgustingly racist” when it hit the charts.
Anthony’s abrupt shift from rich men to fat-shaming welfare recipients makes it very difficult to read the song in its entirety as merely a populist working-class anthem. There’s also a muddy reference to Jeffrey Epstein’s island estate, a line that seems to position Anthony as QAnon-adjacent; he also
appears to be a proponent of antisemitic conspiracies about 9/11.
As an unknown folk singer from West Virginia, Anthony — who’s
purported to be a high-school drop-out living in a $750 camper, writing music while struggling with his
mental health — had no real music industry experience. His manager runs the tiny West Virginia YouTube channel where his songs were first uploaded. In a YouTube video uploaded alongside the release of his songs, Anthony
describes himself as a political centrist.
His songs, nonetheless, have been
championed by many prominent conservatives, including several writers for Ben Shapiro’s
Daily Wire, and multiple established musical artists such as former Mumford and Sons member
Winston Marshall. Despite
myriad accusations that Anthony’s virality has been manufactured by music industry conservatives and right-wing extremists, it appears, per
reporting by the New York Times, that Anthony’s song went viral organically — or at least, not because of paid industry manipulation. Instead, fans of the song utilized longstanding chart-gaming tactics
codified by K-pop fans and other pop music stans, like buying the song and all of Anthony’s other offerings via iTunes in order to increase their Billboard ranks. The song was also streamed over 17 million times in its first week alone.
But the audiences for Anthony’s music and the average K-pop band share very little overlap. Instead, we seem to be witnessing a new arena for gamified conservative rancor.