Rock music has had some independent success stories for what seems like many decades now yet for some reason or another, no country music artists were seemingly allowed to have major success outside of the big-four major label system until the beginning of the 21st century when the independent movement took permament residence in Nashville and helped make independent artists like Jason Aldean stars. Now an artist doesn't need to use the major label system in order to find success, particularly if they're willing to work very hard to get it.
Matt Stillwell is one of these artists and he has managed to care a niche in the Country music world with his star on the rise. In our exclusive interview, Matt talkes about his latest album Shine (click to read our review), and the music on it, including the popular title track (click here to watch the video). He also discusses his love for his fans and why he thinks that traditional methods of becoming a star are starting to become 'the way' once again.
Matt Bjorke: What Made the single ‘Shine” the perfect song to introduce you to a national audience?
Matt Stillwell: I think it embodies what I do live and being from the Mountains of North Carolina, Moonshine and all that stuff has been a part of me, my culture and my friends. Not Just North Carolina but in Nashville or wherever it seems that whenever we have a party there is a jar of moonshine there. So we wanted to write something that embodied that spirt and would make people wanna have a drink but moreso to have a good time. I felt after recording it that it was an attention getter, a good way to grab that attention, which is the biggest battle for a new artist.
MB: What are your feelings about songs that aren’t necessarily ‘critical favorites’ or message songs, songs like “Shine” which make you feel like you’re having a good time?
MS: My whole deal live, especially live, is to take people through the night by including songs like “Shine,” “Whiskey Well” and “Dirt Road Dancin” along with the slower, message oriented songs like “Moment of Weakness” that affect people in a different way. To me, music is doing it’s job if it moves you in some way, whether it’s happy, sad or thoughtful. As long as it’s moving you, I think the song is doing it’s job.
MB: How long did it take you to put the record together?
MS: Oh, some of the songs are older and I’ve performed the Ryan Adams cover live for a long time. So it took about 8 months to about a year of talking about it, getting the songs together, be it my own or outside songs, the recording process was about that range.
MB: How has not being tied to a label helped you in being able to ‘move’ or gain attention nationally?
MS: Well I think it allows us to not have to wait for the committee or ask questions or wait in line for our single to be released. It allowed us to be able to release “Shine” when I wanted to release “Shine.” We didn’t really have to convince a lot of people and I think that it’s as much of a part of being an artist as anything is; the ability to know your audience and what they want. We don’t have to stop. That’s something that a lot of artists that people don’t get to hear about have happen, they don’t get started before people get to even hear about them because the label stops them.
That’s the biggest thing I’m going against by remaining independent. I think the album’s strong enough to be on a major label but by being able to be streamlined, our overhead allows us to stay out on the road when other people can’t. By being independent, we’re able to move quicker to go do a show when we need to. It allows us to be agile and mobile and carve our own little path. Which is one of the most important things you can do because if you figure out who you are, who your audience is, what you do well and what people react to, you should go after that and not slow down.
MB: You can see that with what’s happened with Colt Ford’s first record in 2009. The Ride Through The Country record sold over 100,000 copies all on his own. If you do the math on the numbers based on what he’s done on his own, he’d have to sell well over a million copies to gain the same amount of money.
MS: Yeah, that’s about right. And I don’t know if you know this but I have signed on with [Average Joe’s Entertainment] for both management (Full Scope) and a joint-venture deal for the album.
MB: You’re current single is Sweet Sun Angel. How well has that done for you?
MS: It did well but not as well as “Shine” did but CMT Pure did play the video along with the album and those stations that played “Shine” played “Sweet Sun Angel.” We’re going to be coming back in January with another single called “Dirt Road Dancing.” We’re also working on repackaging the album with some bonus content including some dance remixes. There’s a chance that Colt will do a remix of “Shine” as well.
MB: On the record you have that Ryan Adams cover, would you consider releasing it as a single?
MS: Sure. Yeah, I don’t think we’re ready quite yet as I’ve got a few more doors to knock down before that song comes out. It seems that all the radio programmers that listen to that song really gravitate towards it and I think it could be a huge song for me. It’s personal to me and it was the first time I heard it. The song continues to sink in more and more and each time I hear it. Before it was the arrangement and the melody but the content of it has sunk in more and more as I listen to it. It really could be a big hit for me.
MB: I know exactly what the song is talking about and I certainly can relate to it, as somebody who’s traveled around the world about the longing for home, wanting to get home and eventually getting home. I think a lot of people could relate to it. Even if they’re away just on a short trip.
MS: Yeah it really can be as simple as that.
MB: How many of the tracks on the record did you write?
MS: I wrote five tracks, “Go Away,” “Shine,” “Moment of Weakness,” “Damn This Rain” and “Somewhere Between Me And You.”
MB: So You have your own little festival near your home town?
MS: Yeah, Stillwell “Shinefest,” It’s about an hour away from my hometown, East Tennessee/North Carolina. We gotta get you out there sometime.
MB: So you’re going to have one in 2010?
MS: Yeah, August 13-14…
MB: I’m always up for a roadtrip…
MS: It’s a great time…From the first year to the second, we more than doubled the attendance. It seems as it continues to grow, people really want to come as they’re already want to have tickets.
MB: Perhaps it has something to do with the fact that there might not be too many artists that come through areas like that?
MS: Yeah, not a whole lot, especially there. This place is a complete destination as the nearest town is a 30-minute drive away. So everybody is a transplant, it’s not a town and it’s just a resort.
MB: IT seems to me that most artist, particularly the ones that grew up by performing before signing to a label, perhaps you would agree with this, that even after the album is out, you’d rather keep touring than sitting around?
MS: I would rather be going than sitting still, and keep the momentum going. It’s a big country and we’re not limited to arenas or things like that at this point as we’re still playing some house parties from time to time…
MB: You can take a look at artists like Eli Young Band or Colt Ford and how successful they are through touring and how word of mouth helps build an artist. It seems that music is returning to its roots with this regard, and perhaps people are searching for something real rather than the manufactured stuff you’re seeing out there…
MS: I completely agree and think that people are searching for something to hold onto or hang their hat on. That doesn’t exist in the world like American Idol or other shows because songs are written before the show even started.
People don’t go follow artists that sing Karaoke. People who have done stuff from the show have the talent of writing their stuff. There are anomalies like Carrie Underwood or Kelly Clarkson but for the most part the singers on that show don’t do well because people want something to hold onto aside from ‘cover songs.’
MB: So what do you think country music is nowadays with the cross-over success of artists and other stuff?
MS: I think it goes back to whether if the artist is genuine or not. Take a look at Darius and how genuine he is. The fans want authenticity and real stuff, stuff they’ll genuinely be entertained by. If the artists, like Darius, are genuine about it, the fans will relate to it. Colt Ford is another example of this.
MB: How has the internet helped you and your career?
You have direct access to your fans. Depending on how open youw ant to be, you allow them to find out things about you. You get to interact, whether it’s Facebook, MySpace or Twitter. Fans have the ability, whether they do it or not, to write you a letter and know how you’re doing that particular day. I hope to goodness that it’s gonna help. My whole career has been that I get out to talk to people and shake hands and get to know them. Luckily I have a memory good enough to remember their conversations with me…
MB: …Even with the ‘shine?
MS: (laughs) Yeah, even with the ‘shine. I remember a lot of stuff and I think that the next time you go to that town and remember the face or remember a conversation about something in their life and I think that goes a real, long way and the internet can only help that.
MB: So in a way fans become small investors in your career a little bit…
MS: Yeah, that’s exactly it and that’s helped me to grow this career and it is what will keep me out there for hopefully a long time to come.
You can find more information from Matt Stillwell by going to his website.
Click here to enter for your chance to win one of three copies of Matt Stillwell's Shine album.
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