In Rich Men North of Richmond, Oliver Anthony, a bushy-bearded former North Carolina factory worker, sings passionately about working hard for “bullshit pay”.
Armed with just a guitar and his powerful voice, he identifies the source of the problem: “rich men north of Richmond” – federal politicians – who “want to have total control”. The song laments homelessness – “folks in the street ain’t got nothin’ to eat” – and a national suicide crisis: “Young men are putting themselves six feet in the ground / ’Cause all this damn country does is keep on kicking them down.”
So far, so resonant: the song has collected more than 12m views on YouTube alone, and on Tuesday afternoon, it sat at No 3 on Spotify’s Top 50 – USA list.
But things start to feel a little less empathetic when Anthony starts complaining about “the obese milking welfare”, reasoning that “if you’re 5-foot-3 and you’re 300 pounds / Taxes ought not to pay for your bags of fudge rounds”. We can all agree that politicians have caused many of America’s problems; it’s harder to argue that our country is being destroyed by short, overweight chocolate enthusiasts. He also rails against taxation, which he says means “your dollar ain’t shit”.
The supposed welfare abuse sounds like a rightwing talking point, and Anthony doesn’t appear to have considered that the nefarious fudge rounds might be feeding the very people he mentioned with nothing to eat. But Anthony claims to “sit pretty dead center” when it comes to politics, according to a video filmed in his car the day before the video was released. “I remember as a kid the conservatives wanting war, and me not understanding that. And I remember a lot of the controversies when the left took office, and it seems like, you know, both sides serve the same master.”
Still, a reference to politicians “looking out for minors on an island somewhere” – apparently a reference to Jeffrey Epstein’s ties to elite figures – has also prompted speculation that Anthony could be nodding to QAnon, the far-right conspiracy theory positing that Democrats and Hollywood stars are drinking the blood of children. In the car video, Anthony claims child trafficking has become “normalized”, though what he’s referring to isn’t clear.
It’s no surprise, then, that the song has been an enormous hit among the loudest rightwingers: Kari Lake, former candidate for Arizona governor, calls it “the anthem of this moment in American history”. Representative Marjorie Taylor Greene calls it “the anthem of the forgotten Americans who truly support this nation and unfortunately the world”. The far-right activist Jack Posobiec can’t “even remember the last time a new song hit me like this”.
The rightwing commentator Matt Walsh, meanwhile, claims the “song is raw and authentic … Everything around us is fake. A guy in the woods pouring his heart over his guitar is real.” Wait till Walsh hears about Bon Iver in 2007, or Ed Sheeran busking in a train station, or pretty much anyone at a New York open mic on a Wednesday night.
Still, these politicians and provocateurs have helped Anthony rise from obscure singer-songwriter to darling of the right in record time – sparking questions over how authentically viral his rise has been.
On Twitter, Jason Howerton, who advertises himself on LinkedIn as having “helped grow media companies and political influencers grow their social media footprint exponentially”, has been a major proponent of Anthony’s work, sharing the musician’s life story in a thread, offering to finance an album – which the rightwing country singer John Rich apparently agreed to produce – and announcing the musician had just joined Twitter. It does feel remarkable that Anthony decided to share his life story on YouTube a day before releasing a video that went viral.
But Howerton denies any claims of astroturfing – in which powerful figures orchestrate supposed grassroots campaigns – and, as Chris Willman writes in Variety, there’s no clear evidence of it. And whether or not it was promoted by outside forces, the song has clearly struck a genuine chord with listeners. There are many unknown performers who can work wonders with just a guitar, and who are equally deserving of a platform, but there is no denying Anthony’s voice packs a punch.
Compared with the likes of Donald Trump, Ron DeSantis and the rightwingers sharing his song, he also seems to have a modicum of empathy. Granted, the standards are incredibly low. But it’s difficult to imagine any of those figures offering listeners a sign-off like Anthony’s: “I hope wherever you are in the world listening to this, and whatever it is that you’re trying to do with your life, I hope that you succeed.”
It would be nice if he’d apply that apparently heartfelt philosophy to his own lyrics. Winston Marshall, formerly of Mumford and Sons, compared Anthony to Bob Dylan and Woody Guthrie – but if either of them ever recorded a song mocking the poorest of the poor, it’s been lost to history. If Anthony wants to keep moving upward, he should aim his punches in the same direction.
