Chris Talbott (Canadian Press)
Trace Adkins was pondering a move to good friend Toby Keith’s record label when Adkins heard the words every singer wants to hear.
Adkins offered to would fly to Keith’s house in Oklahoma to play him what was to become “Cowboy’s Back In Town, when Keith told him, “I don’t need to hear what you do.”
“Right there he basically said, ‘I know who you are. I know what you do. You don’t need to change anything for me,’” Adkins recalled.
Adkins signed on as Show Dog-Universal Music’s first new recruit and eight months later, the big man’s latest album is the label’s first major release. “Cowboy’s Back in Town,” released this week, is a mostly lighthearted romp that includes just one ballad. The man with one of country’s most distinctive voices said he was aiming for the same kind of energy generated by his live show.
In a way, the album represents Adkins’ response to the new digital era when record sales are more a means to an end than the ultimate goal. Few artists can expect to sell millions of records these days, so Adkins said his goal with the new set was to draw fans to his live shows.
On this, Adkins and Keith are in lockstep. That made it easier for the 48-year-old Adkins to leave the safe haven of Capitol Nashville, the label he had been with since he cut his first album in 1996.
“I think the thing that makes it most comfortable for me is the fact that Toby doesn’t look at the record label as a revenue generator,” Adkins said. “He looks at the label as a marketing-advertising tool that we need to get our music out there so we can sell tickets to shows, which is completely 180 degrees from the other record label heads in the business.”
Show Dog-Universal president Mark Wright says the label has a plan to keep Adkins visible over the next few months during the all-important third and fourth fiscal quarters of the year — “the selling season,” as he calls it. Wright believes Adkins has a much more visible profile than most of his country peers, yet doesn’t get the credit for it.
“I really believe that he is a bigger star with the fans than even the industry knows,” Wright said. “The industry sometimes makes a judgment on somebody based on this, this and this, and they don’t realize how big an impact people really have on the fans. And he’s real big star with the fans.”
A good example of this was the always rowdy crowd reaction when Adkins hit the stage during a series of special performances of the hit single “Hillbilly Bone” with Blake Shelton over the summer. Shelton, who netted Academy of Country Music and CMT video awards with Adkins, couldn’t help but notice.
“I think that really comes across, that reaction you hear when he comes out — people go crazy,” Shelton said. “It’s because he’s Trace Adkins. He’s one of the coolest, biggest … guys in entertainment. He just has this huge presence.”
His appearance on “The Celebrity Apprentice” two years ago led to more work with Donald Trump and a higher national profile than he’s had before. He wrote a book. He’s set to start filming a small part in “The Lincoln Lawyer” with Matthew McConaughey and he’s got a single on the Billboard country chart.
And there’s more in the works. Think of it as Adkins’ two-fisted response to the challenges of the digital age.
“It is what it is,” Adkins said. “Those words have never been truer than regarding where we find ourselves in this business today. The technological changes and advances are out of our control, so we just need to learn to roll with the punches and deal with it or we’re just going to sit in the corner and suck our thumbs and cry. There is no other alternative.”
August 19th, 2010 at 5:57 pm
I wish the radio stations would realize what a star Trace is & play his songs more, especially his newer music! It’s about time they give him the credit he deserves!
August 21st, 2010 at 7:16 pm
Trace,
Thank you for re-doing One in a Million. I have it by Larry Graham, but your voice is so better suited for this song! You have the perfect baritone pitch to make you want to listen to it over and over ……yeah I do, to the point my son (not a country fan…or any type of music I listen to fan) gripes you are not listening to that song again!!!
Thanks for stepping out of your comfort zone you did an excellent job!!! I hope to find it on an album …..soon…tomorrow would be nice.
August 21st, 2010 at 7:51 pm
What an awesome new CD! Don’t expect anything less from the giant voice of Trace . LOVE his style he keeps it up front, no holds barred, and in your face you always know your getting honest music from him. He tells it like it is. Thats what I like most being in the land of free Home of the brave as a military wife I appreciate all that he says and does to show his support for the troops.
August 22nd, 2010 at 9:12 pm
Trace deserves way more credit than he gets.I agree and think he is on the right track,we(the fans)me speaking in part for TA fans will support him in whatever he chooses to do and however he chooses to do it.He is a true American and is true to himself,fans and this society in which we live.They don’t come any better than Trace Adkins in my book.This world could use alot more like him.Love you Trace
Keep on doing what you do and we will keep on supporting you.
August 30th, 2010 at 10:27 am
Trace, I love your music! This album is alittle different. Your voice is amazing, especially on ballads. (I just saw the “Unplugged” videos – you are “One In A Million”). You can sing just about anything – this “One.. proves it! The best song on the album is the title track – the one you wrote. I love all the songs you have written. Please write and record more. Love, your fan, Lorraine Elkhart,IN
September 25th, 2010 at 12:56 pm
i just saw trace & toby last night! however i was going to see toby regardless of who he had w/him…i’m never dis-satisfied at his tour partner choices…i was syked it was trace because he needed to be crossed off my “to do” list!! He rocked & should be opening acts so he can play more of his songs…he was gone just as i was coming out of his trance! hes such a beautiful testosterone specimen created & does his gender justice..there was nothing disappointing about his show & he did the most beautiful version of One in a Million You, than i could’ve thought possible! We only paid 27.50 for our “hell-raiser” seats & had one of the best night of our summer!
October 30th, 2010 at 1:04 am
i have to say i like all of trace’s music but this last one is by far my favorite i pretty much have the same sort of sense of humor that trace has so that makes this cd even better got to see him back in august performing alot of the new tunes on his latest cd one of the best shows i’ve ever had the pleasure of seeing.believe it or not my stepson bought me tickets.how many stepchildren would do that!!!!luv you justin
October 30th, 2010 at 1:09 am
got to see trace perform alot of new songs back in august best show ever keep on rolling strong trace we are luving it YOU ARE THE MAN!!!!!!!!!!