Today is a new day in Country music! Much has changed throughout the past several years, with a wave of young artists finding their way to the top of the charts and mainstream audience. Why? Well, that’s a complicated question that raises much speculation. However, the evidence is apparent in the number of successful young artists of our day. This week I have the privilege of featuring one more of that long line of emerging stars. This time Weekly Music Commentary features singer/songwriter Ava Rowland.
Before many of you reading this post say that you never heard of Ava Rowland, please understand how I used the word “emergence” in the title. When I looked up the definition in Merriam-Webster’s dictionary, the second explanation provided the best understanding. It reads, “the process of coming into being, or of becoming important or prominent.” Anytime there is a discussion about musical artists, thoughts have to be about a rise to prominence. More persons are growing in awareness of the musical ability of the particular artist.
The interesting part about Ava Rowland is that she comes at a time when the definite “emergence” of young artists has delivered big names. Therefore, Ava appears to be one of the next group of talented young musicians ready to gain notoriety. Are there factors that will help her find success? Perhaps! This post will give us an opportunity to examine the things that might set Ava Rowland on a sure track for bigger things.
Ava is a featured artist at PCG Universal, “The Science of Artist Development,” an artist development program headed up by long-time music industry veteran Bernard Porter. She says the lessons have been nothing short of invaluable, helping her to become a better-rounded artist.
Notice the description of the program. PCG is an innovative artist development company dedicated to addressing the unique needs of the recording artist. It is the mission of PCG to apply a customized scientific approach to development, producing balance in all areas of the artist’s mind, body and spirit. The staff at PCG is committed to providing all clients with the skills, knowledge and strategic planning needed to achieve success in the music business. Furthermore, it is the mission of PCG to provide guidance, hands-on training and thorough education of the various facets of the evolving music business in effort to minimize the amount of time needed to achieve the artist’s goals. PCG takes pride in the results we produce for our clients. Our services include a full-spectrum of opportunities and strategies that ensure and maximize success.
Rowland speaks highly of Bernard Porter, and he is a large factor on her successful track. Bernard Porter is a seasoned entertainment executive with 27 years of experience. Porter has spent his career developing and securing high profile joint ventures within both corporate and private sectors, guiding them in all phases of creative media, production, marketing and national product launches. In addition, he has served as an entertainment consultant to many record labels, broadband networks, major artists, and large corporations. With someone with those type connections is directing her career, Ava Rowland is always in the right position for promotion.
As I looked into the PCG programs, it reminded me of some of the artist promotion executives I knew years ago. Of course, today is quite different but the principles of promotion are the same. Some of todays’ artists are quite savvy at utilizing social media for promotional purposes. However, help from a person or agency with major experience can be a big plus in the emergence of any artist.
Another major factor in the emergence of Ava Rowland is talent. This is where everything begins for any aspiring artist, and Rowland has the tools to begin her successful rise. Songwriters need technical skills for sure to craft the words and possibly the accompanying music to make good songs. However, there is much need for the sensibilities and empathy to reach others with a message that touches persons. That’s where Ava Rowland finds her place in the music industry.
A great example is the heart-wrenching “My Last Words,” a song that was inspired by the tragic events that unfolded at Parkland High – and the family members left behind.
“My Dad was watching a vigil for the Parkland shooting victims. A father of victim Jamie Guttenberg was saying how he can remember the busyness of the morning and what she was wearing, but he can’t remember if he told her that he loved her. Such a strong statement made me realize that we never know when it’ll be the last time we see someone.”
Ava Rowland writes and sings music that provides certain evidence that she is quite good and ready to deliver good music. Now she needs to find an audience seeking such music. Somehow, I believe her music will find a larger audience and will help her emerge even further.
The third factor is one that cannot be controlled, but an artist might be able to navigate to better position for success. Real success depends upon the timing of the emergence of an artist. That’s why I started this post speaking about todays’ young Country music stars. Many are enjoying rising careers.
I read an article about Country music last year on NPR written by Jewly Hight, that discussed the rise of many of the new, young stars of the genre. The comparison was made to hip hop music artists and music cycles. She stated, “Pop, hip-hop and R&B have far higher turnover rates for hits, thanks to massive streaming numbers and radio programming that favors the hot and new over the familiar.” That statement is very true. However, the Country genre has differences.
“These cycles propel country music forward too, but they’re unfolding at a more deliberate pace in a genre where innovation tugs against preservation and the path to success often passes through conservative terrestrial radio. That’s why it’s taken years for the stylistic shifts anticipated by Kacey Musgraves, Sam Hunt and Maren Morris to actually arrive. Musgraves’ emergence, five years ago, generated discussion about the potential for changes in country’s outlook, attitude and style, but it’s only now, with the release of Golden Hour, her third proper, major label album, that she sounds truly freed from having to claim her place in the country landscape.”
Artists like Ava Rowland now are traveling on a trail that was blazed before them. With a Country music audience ready to give her a chance. The timing for Rowland is better, now that other young artists have been crowned by the conservative parts of the Country music.
Ava is currently promoting her new EP, which is produced by well-known Nashville songwriter, Britton Cameron (toured with Toby Keith, Hootie and the Blowfish, Leann Rimes). She says it was a thrill being in the studio with him. “He taught me a lot during recording. It was a truly educational experience, and I feel I am the better for it.” The instrumentation for the album was recorded at Nashville’s Keystone Studio, while the vocals were all tracked at Cameron’s home studio.
I listened to the EP and it is very good. If you are a music fan, of any genre, I hope you will listen to Ava Rowland’s music and I promise you a good collection of songs worth a listen. In the meantime, we’ll just sit back and watch the emergence of Ava Rowland.