Jelly Roll might not have grown up on “Gunsmoke” and Roy Rogers, like the narrator of Toby Keith’s song “Should’ve Been a Cowboy” did. But when the Western-wear fits, wear it. The rapper-turned-country music superstar has covered the late Keith’s signature song for an Amazon Music Originals exclusive, which will be released on the same day he’ll sing the song at the Stagecoach festival in California — joined for both the studio version and the festival appearance by no less a cowboy than T-Pain.
Jelly Roll got on the phone with Variety the day before the release of the cover (hear the stream, above) and his Friday night Stagecoach appearance to talk about the Keith tune, which benefits the late star’s children’s cancer charity. He also discussed whether he might debut any songs from his forthcoming album at the festival, his four nominations for May’s ACM Awards (including entertainer of the year), and whether he’ll be returning to social media any time soon, after his decision to take a time-out belatedly created headlines of its own.
How did the Amazon cover of Toby Keith’s song come about?
“No, actually, Amazon just came to us and talked to us about partnering for something cool for Stagecoach and, as I was flipping through the ideas, I had been covering “Should’ve Been a Cowboy” for about a year now at most of my shows, just kind of honoring Toby as he was getting sick before he passed away. Then I really started chewing on, man, what better place to honor Toby than Stagecoach? Plus, Toby Keith was one of the artists that from afar, even though he would never have known it, encouraged me to do country music.”
How did T-Pain get involved?
“I love T-Pain and I love his work and I was thinking about who would be a perfect surprise guest for Stagecoach that nobody would see coming. I love putting together odd pairings, because I think I’m an odd pairing by myself. And I think Toby was kind of all about that too. And then when I got to talking to T-Pain about Toby just in general, he was telling me the story about how the only time he’s ever done something big in the country space, at the CMT Awards, he was presenting with Toby [in 2009]. And he was just talking about just how awesome Toby was just as a human and how Toby made him feel comfortable and was cracking him up before they went out.”
What’s your take on T-Pain’s vocals?
“I’m telling you, man, T-Pain can really, really sing. I dunno if you’ve seen the “On Top of the Covers,” but go watch it on YouTube. He covers 10 or 12 songs at a speakeasy in Vegas and it’s just him and a band, and, dude, his voice is undeniably incredible.”
This is your first time at Stagecoach. Are there any artists you’re hoping to connect with?
“Well, I’m gonna hang out for the weekend too. I’m a such a country music fan. We blocked this weekend off last year, even if we didn’t get to play, just because we were gonna come and just experience it. So we’re hanging. And the cool thing is, Eric Church is a mentor and a friend, I look forward to seeing him. I look forward to talking to Elle. I look forward to seeing Miranda Lambert’s set, Nickelback’s late night show. Diplo… I’m gonna be giving hugs away, like the CMT Awards [where the promise of Jelly Roll hugs was a bit in Kelsea Ballerini’s monolog].”
You’ve been off social media for a while. Do you think you’ll stay off?
“Oh man. I’m sure I’ll be back, but right now I’m not thinking about anything but just how I’m gonna honor the TK Foundation and Toby’s family. And we’ve got bigger fish to fry, man. I don’t hate social media. And… I probably shouldn’t elaborate on this because nobody on my team wants me to, but I don’t have a problem with social media. And it wasn’t just bullying that did it. It was not only the toxicity of social media, but the addiction of it. I was becoming too busy to waste hours of my life scrolling. I can honestly say that I’ve been off social media for a few months now and I’ve never felt better or healthier mentally — never felt more clearheaded.”
You performed a new song, “Liar”, in Detroit. Will Stagecoach attendees get to hear it?
“I feel like if I did it at Stagecoach, it would be its real debut. I’ve been trying new music on the road. I’m a huge comedy fan and I was telling my manager, I was like, I’m a little jealous of my comedian friends. They get to try jokes out in front of people to see if they work before they put ’em on Netflix. So I kind of wanna start doing that more as a musician. So people might hear something new at Stagecoach.”
You’re up for four ACM awards, including entertainer of the year. How do you feel about your chances?
“The four-time-nominated Jelly Roll at the ACMs! It doesn’t sound real. No, I’m telling you man, moving forward, it’s all new music. You can tell that because I’m teasing songs at club shows. I am sitting on a phone full of songs that are screaming to get out. I’m experiencing that artist patience thing for the first time in my career. I’m calling my manager and label every day, like, when can we leak a song? I think I might have to go back to my “ask for forgiveness, not permission” model.”
You’re the first person to go from zero ACM nominations to an entertainer of the year nod the following year since Billy Ray Cyrus. Did he win that year?
“We will have to look that up. That would be a big leap. Hold on, hold on, hold on. We’ll do it together. Watch this. [He speaks his phone.] “Did Billy Ray Cyrus win entertainer of the year?”
He did not win entertainer of the year.
Well, I know it’s a super long shot for me to win that award, but I think I would be the first one to win it in that case, too.”
Garth Brooks and Dolly Parton are returning to host the ACMs. How do you feel about that?
“Reba has come back to do it this year.
Really? See, I’m not on social media! Thanks for telling me. I’d never know.”
