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A previous version of this article incorrectly stated that Jason Howerton is a right-wing journalist and co-founder of the consulting firm Reach Digital. It was clarified that he previously worked for a right-wing news organization and is the sole founder of Reach Digital. The previous version also incorrectly described Reach Digital as conservative. The article has been updated to reflect these corrections.
If you had asked someone at the beginning of the month whether they had heard of Oliver Anthony, chances are you would have received a blank stare in return. However, this has all changed since the release of his viral song, “Rich Men North of Richmond.” Now, the singer from Farmville, Va., with his fiery beard and powerful voice, has become an internet sensation.
Since its debut on August 8th, Anthony’s performance of “Rich Men North of Richmond,” shared on the YouTube channel Radiowv, has garnered over 17 million views and skyrocketed to the number one spot on the U.S. iTunes chart. Billboard predicts that the song will enter the Top 10 of the Billboard Hot 100 next week.
This achievement is unheard of for a newcomer like Anthony, who lacks a substantial following or industry connections. But it’s not just the scale of his success that is remarkable. “Rich Men,” a song that alludes to politicians and hidden powers-that-be, has gained significant support from far-right influencers and outlets, who see it as a new anthem for the working class.
However, the song also touches on conspiracy theories and grievances deeply rooted in far-right circles. Some say that the song’s success, following on the heels of the QAnon propaganda film “The Sound of Freedom,” signifies a mainstreaming of once-fringe ideas.
Prior to Anthony’s viral hit, Jason Aldean’s controversial single “Try That in a Small Town” reached the top of the Billboard Hot 100 thanks to conservative support. However, Aldean already had an established fan base, unlike Anthony who seemed to emerge out of nowhere.
“Rich Men” is credited to songwriter Christopher Anthony Lunsford, who is believed to be Anthony’s legal name. Anthony’s social media presence is relatively minimal, with recent activity on Twitter, Instagram, TikTok, and YouTube focusing primarily on his music, land, and dogs.
According to Anthony, he used to work at a factory in western North Carolina but now lives “off the grid” in Virginia, where he plans to convert his 90 acres of woodland into a farm. In a recent YouTube video, Anthony explained that he began writing songs in 2021 and considers himself politically centrist, expressing disillusionment with both sides of the political spectrum.
A YouTube playlist titled “Videos that make your noggin get bigger” offers insights into Anthony’s worldview. It features performances by Luciano Pavarotti and Hank Williams Sr., as well as content popular among the far-right, such as Jordan Peterson and Ben Shapiro, along with conspiracy theories about Jews and 9/11.
Journalist and conspiracy theory expert Mike Rothschild believes these connections are not coincidental. He argues that someone who includes a reference to Epstein Island in a song they wrote must be consuming other conspiracy-related content. While Anthony did not respond to interview requests, Rothschild suggests that those who recognize the reference are deeply invested in such theories.
Though many may not pick up on this reference, it holds significant meaning for fans who share similar beliefs. The song has garnered support from a wide range of conservative figures, including lawmakers like Marjorie Taylor Greene and Lauren Boebert, as well as media personalities like Megyn Kelly and Jason Howerton.
Howerton, the founder of Reach Digital, initially claimed to have helped produce the song but later clarified that he does not have an official role with Oliver Anthony. Nevertheless, Howerton’s support highlights the song’s popularity among right-wing circles.
Despite some skepticism and theories of industry involvement, Rothschild believes that the popularity of “Rich Men” is genuine. The rapid viral success of the song cannot be intentionally manufactured, and if the country music industry had that power, they would likely choose a more marketable artist.
Country music experts note that protest anthems have a long history in folk and country music as expressions of anti-establishment sentiments on behalf of the working class. “Rich Men” appeals to a broad audience beyond its right-wing messaging due to its relatable themes. However, critics argue that the song’s contradictions, such as advocating for the working class while mocking those on welfare, may be overlooked by many listeners.
The song’s success also demonstrates the growing acceptance of conspiracy theories in mainstream discourse and the increasing influence of right-wing networks in pop culture. This crossover moment is significant, signaling a changing landscape where far-right ideas find a place of prominence alongside traditionally leftist-dominated platforms.
In conclusion, Oliver Anthony’s rise to fame with “Rich Men North of Richmond” has been unprecedented for a newcomer artist. While the song’s success has largely been driven by right-wing support, it has wider appeal thanks to its relatable themes and Anthony’s emotive singing style. This breakthrough also reflects the shifting dynamics in mainstream culture and the increasing influence of right-wing networks.
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