In a 2021 conversation with Billboard, as he was just starting to gain recognition, Jelly Roll shared memories of his childhood in Antioch, Tennessee. He expressed a deep passion for hip-hop, highlighting that it was “not just music, but the associated culture – breakdancing, graffiti, freestyling, and fashion.”

Simultaneously, he was unaware of the vibrant country music scene just a short distance away in Nashville:

“I had no idea there was this whole country music culture right here.”

‘Jelly Roll is a remarkable exception,’ a music executive notes

For those who have been following his career, it’s clear that Jelly Roll, whose real name is Jason DeFord, is not only aware of the country music landscape but is also excelling in it. Over the last three years, he has achieved four Country Airplay No. 1 hits, including the two-time platinum sensation “Need a Favor,” which also topped Billboard’s rock and Canadian country charts.

His recent release, “Beautifully Broken,” has soared to the No. 1 spot on both Billboard’s Top Country Albums chart and the overall Billboard 200 in its debut month.

Jelly’s success has extended beyond the realm of country music. He made an appearance as a musical guest on the season premiere of “Saturday Night Live” on September 28 and also featured in the series “Tulsa King” alongside Sylvester Stallone.

Despite branching into different genres, his Nashville roots remain strong. Jelly is not just recognized as the latest talent in country music; he is embraced by the industry, celebrated for his distinct and genuine approach that resonates with fans.

During a panel discussion titled “Leadership, Strategy, and Optimizing Country’s Surge in 2024” at the Country Radio Seminar, Cindy Mabe, the CEO and Chair of Universal Music Group Nashville, emphasized the need for the genre to broaden its reach rather than just focus on profit from its existing audience. She argued that it’s essential to attract new fans and generate fresh revenue streams.

She mentioned John Loba, president of BMG, who signed Jelly to his first country label deal in 2021.

“I believe he ignited a significant change with Jelly Roll and Lainey Wilson,” Mabe remarked. “These artists have added critical narratives that were previously absent from our identity and from the way our audience connects with us.”

Loba, seated next to Mabe, acknowledged that his label has a history of pushing boundaries.

“Our greatest successes typically involve taking risks and championing artists whose voices haven’t received adequate representation,” he stated.

Later, he spoke about Jelly’s surprising backing from the often-resistant country radio, saying, “Jelly Roll is a fantastic example where a select few took a chance despite not having the typical metrics, and the results prove that vision right.”

Country music embraced Jelly Roll’s hip-hop background, unlike Beyoncé

The welcoming of Jelly Roll into the country music world is indeed noteworthy.

In September, when it was revealed that Beyoncé received no nominations at the Country Music Awards (despite her tracks “Cowboy Carter” and “Texas Hold ‘Em” achieving notable chart successes), Dolly Parton commented on the matter, noting Beyoncé’s lack of traditional country credentials.

“There are so many talented country artists that, understandably, the country music community probably felt they couldn’t overlook those who have dedicated their entire lives to this genre,” Parton remarked.

Nevertheless, in 2023, Jelly Roll, who launched his career with seven hip-hop albums before transitioning to country, earned the title of CMA New Artist of the Year. This year, he is up for prizes including Male Vocalist of the Year and the prestigious Entertainer of the Year. His latest album, “Whitsitt Chapel,” is nominated for Album of the Year.

While comparisons between Beyoncé and Jelly Roll are not truly equivalent, and as I’ve mentioned before, Beyoncé will continue to thrive without the endorsement of the Country Music Association, it’s crucial to acknowledge that many talented individuals outside the industry require that affirmation and support. Recognition is vital for all artists, regardless of their background or experiences, to ensure inclusivity in the music world.

they could eventually have a chance at a career in country music.

Jelly’s rise embodies the true American dream

If you have been following the music scene, you’ll recognize that Jelly Roll is more than just a previous rapper. He’s also someone who has battled addiction and was once involved in dealing drugs—someone who acknowledges his past mistakes.

Jelly’s history goes beyond a simple backstory; it is the cornerstone of his musical journey. Many of his songs and interviews stress his struggles with addiction, his road to recovery, and the mistakes he has made along the way.

Some critics have suggested that Jelly rolls out his troubled past too often, as if the music executives at BBR had a meeting and decided that marketing a heavily tattooed ex-convict in the mainstream country scene meant leaning into his past offenses.

Without weighing in on just how much Jelly should discuss his background or what specifics he should shine a light on, I believe his journey from incarceration to becoming an idol showcases the best aspects of the American dream and embodies the full potential of country music.

Country music is often described as the soundtrack of the ordinary person, narrating the genuine, relatable stories of life—whether it’s about a heart-wrenching breakup, a fun night out with friends, or in Jelly Roll’s case, the eternal struggle between good and evil.

However, I am deeply concerned about the ingrained exclusions within country music that dictate who is given the chance to share these stories.

Black artists deserve a chance beyond hip-hop and R&B

It’s fair to argue that if Jelly Roll were a Black rapper with a lengthy criminal record, he likely wouldn’t have the same opportunity to enter the mainstream country music scene, regardless of his Nashville origins.

I make this observation because I know plenty of Black artists who genuinely enjoy country music, abide by the norms, and yet still find themselves locked out of mainstream opportunities.

Considering the aspiring Black songwriters, producers, and guitarists who dream of headlining country music tours or recording with major labels, we could either form a united front ready to collaborate with industry leaders to build the future they claim to aspire to, or we could witness a graveyard filled with ruined ambitions and lost hopes.

Yet even as I pen this, I’m aware that some will reach out, accusing me of emphasizing race too heavily within country music, bringing up one of the few Black men who has found success in the genre’s history. (They won’t mention any commercially successful Black women in country music apart from Beyoncé, as she stands alone in that respect.)

Moreover, they may remind me that country music is traditionally viewed as white, though they won’t say it outright. Instead, they’ll state that Black artists have hip-hop and R&B, while their white counterparts can freely experiment across various musical styles without constraints.