When Oliver Anthony burst onto the scene in late 2023, he was the least likely artist to have a smash hit, but his breakthrough single “Rich Men North of Richmond” captured the mood of the country at a particular time. He became the third artist not signed to a record label to top the Billboard Hot 100 charts — with a song that didn’t sound like anything radio has played throughout most of the 21st century.
The rawness of Anthony’s music, both in terms of instrumentation and vocals and the thoughts and emotions behind them, struck a chord. Although Anthony has insisted that his music is apolitical, it’s hard to deny the populist message of songs like “Rich Men North of Richmond” that highlight the plight of the downtrodden at the hands of the elites. However, he has since revealed that his worldview is conservative, even if he doesn’t want to align himself with a political party.
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“I don’t know what I am. I guess I’m a conservative,” he said. “I am a conservative because I believe in the First and Second amendment. I don’t know if I’m a Republican or what the hell I am. I am just somebody who thinks the whole way we live is so a** backward and so stupid. It serves no one than people at the top of a hierarchy that we no longer really need to serve.”
Anthony has never come across as music industry material. He has never been one likely to sell his soul or his artistic vision to make bank; he has turned down multi-million-dollar offers from record labels repeatedly. Last October, he said he was getting out of the music industry altogether.
“I’m in the process of getting out of the music industry,” he told a commenter on an Instagram video about his hurricane relief efforts. “It’s a big joke. The plan is to eventually change my entire focus to traveling ministry work. It’s all part of this Rural Revival thing. I just have to go at it in baby steps since it’s completely DIY.”
He added, “I’ll still be releasing music just like normal, I’ll just be set up legally as a ministry.”
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Last month, Anthony (whose real name is Christopher Lunsford) spoke at ARC 2025, the conference of the Alliance for Responsible Citizenship, which took place in London. He announced the first event for his Rural Revival Project:
“I’ll see you on April 5 in Spruce Pine, N.C., for the first official gathering. It’s now my life’s mission to revive rural America one town at a time,” he said. “It’s called the Rural Revival Project.”
The Rural Revival Project website explains the objectives of the event:
- Raise Funds for Recovery: Support families, displaced individuals, and local businesses as they work to rebuild their lives and communities.
- Strengthen Partnerships: Engage with local, regional, and national organizations to enhance community resilience and collaboration.
- Increase National Exposure: Share Spruce Pine’s recovery story with a wider audience, showcasing the community’s strength and determination.
- Boost Local Economy: Provide a positive economic impact through participation from local vendors and sponsorships, supporting the area’s businesses as they recover.
The event will feature music from Anthony and some other artists, local restaurants and farms providing food, documentary screenings, and even skills workshops and counseling. The weekend will culminate in a Sunday morning worship service. The site also recommends local lodging and campground options and no chain motels.
It's an exciting prospect for an event, especially because the proceeds are going back to the community that the event serves. But it's also an ambitious idea to replicate these events in different rural areas throughout the country.
Will it work? I hope so. Many of America's rural areas could use a boost, and the Rural Revival Project just might be the thing that helps these struggling communities.
