Last August, Oliver Anthony became the quintessential definition of overnight success. His working class anthem "Rich Men North of Richmond" went from viral sensation to history-making hit, helping the singer become the first to top the Billboard Hot 100 without any prior chart history.
But while "Richmond" showcases Anthony's brutally honest songwriting and raw delivery, its message and success are far from what define him. And he's proving just that with his debut album, 'Hymnal Of A Troubled Man's Mind.'
Helmed by Nashville superproducer Dave Cobb, the 18-track collection is rife with stories of addiction, depression, faith, and fury as Anthony documents the decade leading up to his unexpected rise to stardom (it also features eight Bible verses as interludes). A stark departure from "Richmond" in some ways and others not, the album is proof that his viral moment wasn't a fluke.
One element that remains is Anthony's defiance of adhering to any cookie-cutter artist blueprint, which was further evidenced by the Easter Sunday arrival of Hymnal Of A Troubled Man's Mind. It's one of the many ways Anthony is showing that he's still fiercely independent, and that his unprecedented ascent hasn't changed the man he is or the music he makes.
"My day-to-day life hasn't changed a whole lot other than just not having to wake up for my job every morning," Anthony — who was born Christopher Anthony Lunsford, but pays tribute to his late grandfather with his stage name — admits. "I have this new career, but at the same time I don't know how long I'll be doing this either. At the end of the day I want to truly make a difference, not just play a bunch of shows to make a handful of executives a bunch of money only to get a pat on the back."
On the heels of releasing Hymnal Of A Troubled Man's Mind — and playing a sold-out hometown show — Lunsford spoke with GRAMMY.com about how he's navigating the balance between fame and privacy, and staying true to himself through it all.
Your stage name is your grandfather's name, so he clearly means a lot to you. Can you tell me a bit about the man Oliver Anthony was, and why he inspired you to pay tribute to him in such a way?
Originally I was using his name as an alias because a lot of the songs I was writing talked about things my employer wouldn't approve of, like smoking pot. It was a way of hiding my identity so they couldn't Google my name and find everything.
Another reason I did it is because we looked a lot alike. I'm the only redhead in the family other than him, and we're both 6'6" and left-handed.
He was also just a very down-to-Earth guy. He never was one to talk much and never took the bait on politics and other stuff, he was always very down the middle. He was a hard worker too, taking a job later in life at a chemical plant where he moved up in the ranks despite being mostly self-taught.
He was a role model of mine in many ways. During his final years, he experienced cognitive decline that made his death more of a slow goodbye. When I started writing all of these songs I was still really grieving his loss.
The full listing of your stage name, at least in the beginning, was Oliver Anthony Music. What was your intention with adding the "Music" part onto it?
The "music" is supposed to capture the timeless era from the beginning of the Industrial Revolution to into the late 60's and 70's. I'm not trying to paint it as an ideal time in American history by any means, but it was just a very real time. People weren't just living then, they were surviving. I wanted to capture that era of America before we became reliant on ordering everything from Amazon, going to the grocery store for all our food and depending on people on TV to tell us how to think, where to go or what to do.
That's what Oliver Anthony Music is supposed to encapsulate — that precious time in our history that, in certain parts of the country, still exists. When you go into rural Virginia, West Virginia, Kentucky and the Carolinas, it almost feels like time is slowed down a bit, almost like they're 20 or 30 years in the past.
That's why we recorded this album on 1940's microphones inside an old church. We didn't even hire a photographer for the album cover. Instead we used a Polaroid camera that Dave Cobb had sitting in his drawer. This was never intended to have all the flash of modern production. It's supposed to just be as raw, from the heart and sincere as it can be.
Is "Rich Man's Gold" a song about your grandfather and how the circumstances of his upbringing shaped him into the man you remember?
It also focuses on the contrast between the lifestyle we live now compared to the one we lived not long ago. The main verse in the song talks about how we weren't born to just pay bills and die. The point behind that is so many people today have encapsulated their lives in student loans, credit card debt, financing new vehicles they don't need, and buying big houses as a way of filling a void they'll never be able to fill.
I think true fulfillment in life comes from basic things we overthink, like love and connection with our family, neighbors and friends, and just living a more purposeful life. A lot of us go to work at a job we don't really like because it pays the bills, even though it falls well outside our passion, leaving us only a couple hours a week to spend doing what we truly love. Then before you know it, you're old and die and that's it, you don't get another shot at it.
Time is the most precious thing we have, and at any moment we don't really know how much left of it we have. The song really hones in on all that to show how a lot of people are alive, but they're not really living.
How has the overnight success you've experienced changed, or not changed, who you are as a person?
I've kept a lot of my same friends and would say that my personal life hasn't changed a whole lot. I've still got the same s—ty Suburban with a salvage title and 330,000 miles on it, and the same s—ty clothes — although I have been able to put money into a few investments to set my family up with some financial security. But I've been really careful not to change my life a lot.
I never, ever want to get to a point in my life where I feel like I'm better than everyone else. It makes me sick to my stomach just thinking about it. That's one thing that's been a problem from the beginning because I never wanted to get on Facebook and say "Hey, look at me!" When "Richmond" blew up, I didn't want to post a lot, and instead opted to let things run their course. But due to the monetization of social and online media, people were incentivized to make posts about me since I was a trending topic, with much of it being completely fabricated.
So it's been a weird balance of figuring out how I can, with good conscience, keep my voice out there without being an attention seeker. It's a weird balance because if I'm not posting and speaking my mind, then somebody else pretending to be me is going to do it instead.
I really just want to use what little discernment I have to make decisions that I'll look back on in 20 or 30 years and feel proud of, and not like somebody strong-armed or pressured me into something that my heart wasn't into.
One of the ways you showed that after going viral was by promoting other amazing Appalachian artists that RadioWV has featured. Who are some Appalachian artists you've been listening to or think deserve a bigger platform for their music?
To be honest, what I listen to is pretty limited and is mostly made up of people who are dead. I mainly discover new music through YouTube videos — I don't have Spotify, Pandora or anything like that. I've had the chance to meet and talk with folks like Logan Halstead, and am a big fan of his work, though.
It drives my wife absolutely crazy, but anytime we're in the truck together and I've got control of the dial I'm putting on Hank Jr., Waylon Jennings, Jerry Lee Lewis, Lightnin' Hopkins and random stuff like Cuban dance music. I like listening to a lot of old material and folk music from other countries. It just feels more real, and nobody is trying to shove it down my throat.
At least when I'm listening to somebody who's dead, I know that they didn't manipulate me to somehow stumble across it like how so much is today with algorithms and pay-to-play. That's also what was so cool about "Richmond," because it blew up in such an organic way with no record label or management pushing it.
Getting back to your original question about Appalachian artists, there's so many people from the region that would blow the doors off anyone on country radio right now, that most people may never actually get to enjoy because they simply aren't getting the exposure. I'd love to see things go back to the days of good music being played and bad music doesn't rather than it all being about how much money you've got behind the song.
You previously hinted at getting into ministry in the future, and this new album of yours is littered with Bible verses. With that in mind, what does your foundation in faith mean not only to your music, but who you are as a person?
Leading up to everything that's happened, it's obvious from listening to my music that I was severely depressed and dealing with regular suicidal thoughts and anxiety attacks. Every part of my life, from my career to my marriage, my family and my future seemed very grim. I was in a bad place leaning on alcohol, like a lot of adult men do, because they have a tough time opening up about their struggles.
At some point I got in touch with Draven Riffe from RadioWV and made plans to record a few songs on my property the following weekend. We got to talking about the personal issues going on in both our lives and how we'd both just decided to give our lives to God. I felt like I didn't have anything left in me, so I just told God that I've done things this long by myself and haven't been able to figure anything out, so please guide me where to go and show me what to do.
I ended up recording seven songs with Draven that weekend, but the most special moment definitely came on "Richmond." As soon as we finished recording, I looked up at him, and we locked eyes. After a moment he said, "I know we just met and I don't want you to think I'm crazy, but I swear I could feel the presence of God with us when we recorded that."
The song ended up doing what it did, but the icing on the cake came months later during my first show after going viral at the farmer's market where over 12,000, including Jamey Johnson, showed up. I talked with him afterward and he told me he had been off songwriting but that God spoke to him and told him he needed to meet me that day. To have one of my favorite artists of all-time show up at my first gig because God told him to after everything I'd been through, it became so clear to me that I was doing what I was meant to.
A lot of people joke that they sell their souls to the devil, but in my case I truly feel like I've signed my soul to God. He put me here to give me purpose because my life had been without it up until then.
I don't know that I'd even call myself a Christian, but I definitely believe in Jesus Christ and find a lot of wisdom in the timeless knowledge of The Bible. There's parts of Proverbs, Ecclesiastes, and Matthew — all of which have excerpts on the record — that are full of practical advice on living, whether it's with marriage or finances, lust or alcoholism, or even how to interact with your neighbor. That advice written many years ago is still so relevant in today's society even though most things are totally different.
My first time in a church in 10 years was for our Easter show the other day, so I'm definitely not the church-going devout religious kind of person. I just got to a point in my life where I didn't have any other choice than to let God take control of things. You can see just how much change has happened since then — it's undeniable.
Aside from ministry, is there anything else you want to pursue with your newfound platform?
Our family just bought this old farm that was operational until a couple years ago. We're in the process now of getting it going again. Once it's operational we want to start educating the public and maybe bringing people out for workshops on gardening and other homesteading basics.
I also want to partner with other people in that space, like Joel Salatin, or some of these YouTubers that are getting people excited about gardening on only a quarter-acre in their backyards. It tastes better than anything you can buy — even at a high-end grocery store — and can be done for little to nothing. It's so rewarding to do and something I hope to repopularize as part of this whole thing.
It sounds like you're really trying to practice what you preach in terms of what you sing about and how you embody that spirit in everything you do.
Music and my whole life in general is just trying to hold on to that beautiful, raw, less glorified and flashy way of living that's still readily available in this country. There's so much noise and everything moves so quick now that it's hard to slow your brain down enough to get excited about gardening, being outdoors and clearing the land or raising livestock. There is no instant gratification to that, it's a process.
If you get on YouTube and scroll through 100 Shorts your mind will start going a million miles per hour, which makes it hard to want to slow down to clean up after some stupid cow afterward. It makes it very hard to integrate the two things together into how we live today.
What has making this music taught you about yourself?
One thing I've learned is that if I want to try to have good mental health and be a normal functioning member of society, I've got to create music. In the same way that some people use a journal to write out their thoughts, songwriting is how I'm able to get my feelings and perceptions out of my own head. When life is going really well, it's harder for me to write songs because usually my motivation stems from things going wrong. I could probably write some catchy lyrics, but they wouldn't mean anything to me.
Everything I write about I feel deep down inside, which can also be said about some of my favorite songs. That's the beauty of music — writing it as a way to clear your head and listening to it to remind you that you're not alone.
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