After the relative commercial failure of Thank God For Believers, Mark’s label forced him to record the Aerosmith song ‘I Don’t Want To Miss A Thing’. While this was a big hit, it undoubtedly alienated much of his core fan base, and his career never really recovered. One more album for MCA (the underrated Lost In The Feeling), and a sole release for Columbia (the lackluster Mark Chesnutt), failed to recapture his commercial glories, and Mark was relegated to the minor leagues of independent labels.
Yet the loss of his last major label deal turned out to be a blessing in disguise for Mark as he was enabled to produce some of the best music of his career. His first venture into independent territory (on Vivaton Records) marked a deliberate reclamation of traditional country now that he was free of major label constraints and the need to produce radio fodder. Savin’ The Honky Tonk, released in 2004, is formally dedicated to “all the Honky Tonks and all the bands playing the hard core country music”, and it is almost a concept album with only a handful of the generous 15 tracks not on the theme. Jimmy Ritchey’s production is solid, and Mark’s vocals are great throughout.
The record reached #23 on Billboard – the same peak as Mark Chesnutt, which had benefitted from more radio play thanks to the #11 hit ‘She Was’ – and the first two singles at least did better than his last two for Columbia. While these were only modest successes by his own standards, it’s always been harder for artists on small labels to get played on radio at all, let alone charting inside the top 40.
The lead single, a tongue-in-cheek ode to alcohol, ‘The Lord Loves The Drinkin’ Man’, was one of two songs from the pen of Texas artist Kevin Fowler. The protagonist defies his mother and preacher, both saying he’ll never get to Heaven if he keeps on drinking, by saying,
I hear that He can turn the water into wine
Any man can do that is a good friend of mine
I’ve been baptised in beer, I’m here to testify
I was speaking in tongues when I came home last night
Some folks say I’m living in sin
But I know the Lord loves the drinkin’ man
The single charted well for an independent release, making the country top 40.
Fowler’s other cut here, the resolutely secular ‘Beer, Bait & Ammo’, has also been recorded by Sammy Kershaw and George Jones, and is an ode to a useful country store with “everything any old beer-drinkin’ hell-raisin’ bona fide redneck needs”.
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