Country singer-songwriter John Rich released his latest single, “Revelation,” on July 12, 2024. During its first week, the Christian-country single quickly climbed the charts. It took the top spot on the iTunes country songs chart and climbed all the way to the second spot in all genres.
Mr. Rich, now an independent country artist without major label backing, is proud of the single’s chart success. But for him, the truth found in the song’s message takes precedence over industry accomplishments.
From Mainstream Act to Independent Artist
Inside the CD pamphlet of the 2004 "Horse of a Different Color" by Big & Rich. Internet Archive. (Public Domain)
Mr. Rich made a huge splash in country music with the 2004 release of “Horse of a Different Color,” his debut album as part of the duo Big & Rich. Just a year prior, the duo had signed with Warner Bros. Records and had multiple hits. Mr. Rich also experienced plenty of chart success as a writer for fellow Nashville recording artist Gretchen Wilson.
While he’s experienced commercial success with fun, light-hearted songs, he’s never shied away from writing about life’s serious matters. In 2001, he self-released a concept album titled “Rescue Me,” which was inspired by his friendship with Katie Darnell, a courageous woman who battled cancer.
In 2009, he released his single “Shuttin’ Detroit Down,” which boldly spoke out about the city’s struggling automotive industry. The song serves as a reminder of what can happen with government intervention of private industry.
Mr. Rich wrote the contemplative song after watching the news during the 2008–09 recession. Upset at the plight tax-paying Americans faced with the government’s increased spending and mismanagement of funds, he channeled his emotions into something productive and turned to songwriting. The opening lyrics, “My daddy taught me in this country everyone’s the same. You work hard for your dollar and you never pass the blame,” set the stage for Mr. Rich’s commentary. He brings the listener into the light of reality with the song’s hook, “Here in the real world they’re shuttin' Detroit down.”
When commenting on the poignant track, he spoke about the universal symbolism the city of Detroit represents in the United States. He told the Detroit Country Music Station (WYCD), “I used Detroit as the emblem for all hard-working Americans.”
By 2014, Mr. Rich and the other half of the Big & Rich duo, William Kenneth Alphin (Big Kenny), amicably parted ways with Warner Bros. Records. They felt their music wasn’t being made a priority by the company, and they set out to do things on their own terms.
Big Kenny (L) and Jon Rich pose at the Wonderwall portrait studio during the 2013 CMT Music Awards in Nashville on June 5, 2013. (Christopher Polk/Getty Images)
They established their own independent label, Big & Rich Records. The company’s first priority was the implementation of artistic vision. While the move from a heavyweight label to an independent one was a gamble, the duo’s manager, Marc Oswald, who has worked with the musicians for years, thinks the switch sent a positive message to the industry. In The Tennessean, Mr. Oswald said:
“[T]hey are emboldening the business process for artists and entrepreneurs. The next phase of our industry is that more artists are going to have more and more control over their career and we will pioneer that by leading and taking the risk and giving a sense of empowerment to creative artists.”
Mr. Rich began releasing songs as a solo artist on their label, and multiple singles charted. He eventually created Rich Records and became the sole operator of what is essentially a one-man show. Little did he know that this paved the way for his most recent success. As “Revelation” thrives, it’s becoming his biggest single release as an independent artist.
A Welcome Surprise
Cover for the May 13, 2024 single "Revelation" by John Rich. (Rich Records)
Within the first week of releasing “Revelation,” the song experienced significant chart success. It quickly took the No. 1 spot on the iTunes country songs chart. Among all genres, the song charted all the way to No. 2. In order to do that, it had to compete with the music of mainstream artists like Eminem, Post Malone, and Kendrick Lamar, and even fellow independent musician, Tom MacDonald.
The chart success came as a welcome surprise to Mr. Rich. When it comes to the business side of things, he told the Christian Post that he’s the “president, founder and employee.” Big & Rich Records has been described as a “lean independent setup.” In regards to Rich Records, Mr. Rich explained that while major label acts have large marketing budgets at their disposal, he doesn’t have access to those conveniences.
But that’s the way he prefers it. Having artistic control over the creative process allows him to release singles like “Revelation”—singles that would have possibly been passed over by larger entertainment operations. “Striking” was the word Mr. Rich used to define what it was like to see his independently released single surpass other singles, which were backed by major labels.
Since Mr. Rich’s exit from Warner, chart success has always been a bit unexpected. However, he’s never doubted the power of songs like “Revelation.” The root of the song’s success can be found in its message. And if there’s one word to describe “Revelation,” “striking” would be an appropriate one to use.
Delivering a Message
John Rich on "The Highway Radio Show" at the SiriusXM Radio studios in New York City in 2011. (Michael Loccisano/Getty Images)
The bluesy, gospel-tinged track draws heavily from biblical passages. While watching TV one day in his Nashville home, Mr. Rich was inspired to write “Revelation” as a way to get back to what’s spiritually important.Amid cultural unrest and negative imagery on TV, he wanted to write a Christian-themed song that focused on the importance of God’s word.
In an interview with Breitbart News Daily, Mr. Rich said the acoustic-based country track reminds “listeners to search for the real meaning behind their worldly obsessions.” The song draws heavily from the Book of Revelation. Lyrically, it features scripture from verses as opposed to Mr. Rich’s own thoughts. He thought this connection between song and scripture was important.
Mr. Rich wrote the song in under an hour. When it came time to film the music video, he asked his friend and actor, Nick Searcy, to be a part of the video. Searcy rose to fame playing the tough but fair Chief Deputy U.S. Marshal, Art Mullen, on the hit series “Justified.” Through the years, he’s taken a path similar to Mr. Rich’s, independently releasing films as opposed to releasing them through major movie companies.
Although Mr. Rich has a bona fide hit on his hands, he has no plans on changing the way he writes in order to intentionally recreate another hit song.For him, it’s still all about the music. When asked about the single’s success, he firmly stated, “This song was not written to be a hit song. … It wasn’t written to be a piece of commerce, a piece of business. This is a message that is being delivered.”
The song does have a serious feel to it. Lyrics involve what Mr. Rich has described as “a spiritual battle.” The song’s melody has been described as “revivalist-inspired country.” The instrumentation takes on a heavier, fire-and-brimstone approach. However, he wrote it from a place of empowerment. And he hopes others feel that way after listening to it too.
When Country Evolution asked about a message listeners can take from the song, he said, “God wins in the end.”
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Rebecca Day is an independent musician, freelance writer, and frontwoman of country group, The Crazy Daysies.
