Posted on January 24, 2008 12:00 AM
Country band branches out, develops more pop sound
By Stephanie Goga
Collegian Staff Writer
Three men will take the stage Saturday evening to croon about "fast cars and freedom" and "what hurts the most."
A few years ago, they could unmistakably be classified as a country band, with the lead singer's signature Southern twang and the occasional strum of a steel guitar.
But now, something gives them away. Maybe it's their recent songs, which tend to rely more on pop beats. Maybe it's their image: fashionable, modern attire, meticulously styled hair and nary a cowboy hat in sight.
"It's beginning a revolution," said Jay Orr, vice president of museum programs at the Country Music Hall of Fame in Nashville, Tenn. Country music is beginning to expand and reach mainstream listeners, he said, and Rascal Flatts, this weekend's act at the Bryce Jordan Center, is at the helm.
Amid some stylistic changes, it appears Rascal Flatts -- comprising band mates Gary LeVox, Joe Don Rooney and Jay Demarcus -- are still feeling good these days. Their most recent album, Still Feels Good, debuted at No. 1 on Billboard's Top 200 chart -- their third consecutive No. 1 album debut.
Their success has everything to do with their different approach to music, Orr said.
"Rascal Flatts has a fresh sound and a fresh voice," he said. "They aren't following in the footsteps of traditional country music."
This crossover is not without precedent, Orr said.
"It's not uncommon for a country artist to have some broader crossover success and catch the fancy of the mainstream listener," he said, adding that Patsy Cline and Kenny Rogers started out as very traditional country singers but eventually had hits on the pop music charts.
Orr said Rascal Flatts first altered its style with its cover of "Life is a Highway" for the Cars soundtrack in 2006. The song was originally recorded in a pop vein by Tom Cochrane in 1992, and Orr said Rascal Flatts' single, which did not attempt to take a country angle on the tune, was a big step toward mainstream appeal.
Bernie Punt, director of sales and marketing for the Bryce Jordan Center, said the transformation is a positive one.
"I can't speak for Rascal Flatts, but I know from other artists, they explore other genres of music because they were fans of that music," Punt said. "If they're enhancing their fan base because of that, more power to them."
Orr said all artists want to expand instead of being bound by marketing constraints.
"It doesn't mean the artist has sold out. Now Rascal Flatts just has a sound that fits into pop radio as well as country radio," he said.
Greg Gabbard, owner of City Lights Records, 316 E. College Ave., said he thought the expansion is working for Rascal Flatts. He said Rascal Flatts can now draw a greater audience than old-fashioned country artists such as Merle Haggard or George Jones ever could.
Orr doesn't think Rascal Flatts' transformation has hurt the band financially or fan-wise. With a broad country music market, there's room for everyone, he said.
Rascal Flatts certainly isn't feeling any ill effects from State College fans. Punt said ticket sales are doing "great."
The band performed at the BJC two years ago, Punt said, and tickets for this Saturday's performance are in higher demand.
"We've definitely sold more than that performance," he said. "That tells us that they're even more popular."
Punt said the band's recent slew of awards has helped them become household names.
"They've been winning awards, and awards are indicative of good ticket sales," Punt said.
These awards include the band's latest win at the 2008 People's Choice Awards, where it took away prizes for Favorite Group and Favorite Country Song for the single "Stand." The band was voted Vocal Group of the Year at the 2007 Country Music Awards and Favorite Country Band at the 2007 American Music Awards.
Although Gabbard doesn't sell much country music at his store, he said he was well aware of Rascal Flatts' fame.
"There's no doubt that Rascal Flatts is the most popular country act in America right now. Their songs click with a lot of people, and I appreciate what they do," he said.
Rascal Flatts' songs click with Angela Evans (junior-elementary education). Evans said she was raised on country music and isn't picky when it comes to country artists.
"If it's on the radio, I'll be singing along. But I like the fact that Rascal Flatts sing about a variety of topics," Evans said. "I also like that their songs have messages behind them."
As long as Rascal Flatts continues to include messages behind its songs, Evans doesn't mind the musical and stylistic changes.
"There are a lot of country artists who break out, and I think if an artist's main goal is getting their message out, we shouldn't worry," she said.
Evans is a member of what Punt defines as a "younger crowd" for Rascal Flatts. As Rascal Flatts has grown in popularity, Punt said its fan base has changed.
"College students are buying tickets for this show, of course, but there are also a lot of high school kids and people in their mid-20s," he said.
Rascal Flatts may be drawing a younger crowd, but the opening act for the show may tap into a more defined niche: American Idol fans.
Punt said having former American Idol finalist Kellie Pickler on the tour is "the icing on the cake."
Pickler entered the music world on the fifth season of American Idol, where she came in sixth place.
After Idol, Pickler released her first album, Small Town Girl, in late 2006. The album debuted on the Billboard country chart at No. 1. Since then, she's released singles "Red High Heels" and "I Wonder," which both broke into the Top 40 on country radio stations.
With Rascal Flatts and Pickler teamed with a "wild stage set-up," Punt promised an exciting show.
"We expect crazy things, 'cause Rascal Flatts are definitely showmen," he said. "And we're going to have over 9,000 screaming Rascal Flatts fans here. It'll be a packed house."
If you go
What: Rascal Flatts and Kellie Pickler
When: 8 p.m. Saturday
Where: Bryce Jordan Center
Details: Tickets are still available for $70.50 and $54.25 and are available at the Bryce Jordan Ticket Center, Eisenhower Auditorium, Penn State Tickets Downtown, the Altoona Campus ticket outlet, charge by phone or online at
Bryce Jordan Center.
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