“Make some love. And then them babies come. . . . “ the keynote phrase in Keith Urban’s #1, ‘Raise Em Up’, that makes the audience and writers alike, go crazy every time. The duet with Eric Church was celebrated at The Sutler in Nashville on a hot late summer day in September with Keith, writers Jeffrey Steele, Tom Douglas, and Jaren Johnston, Producer Nathan Chapman, and a slew of BMI, ASCAP, and radio and media representatives. Eric Church could not be there in person but made a special video that aired later in the party.
Church was not originally picked to record the song with Urban. In fact, it was not written as a duet. Keith told the crowd he had been looking for a song to sing with Eric for a while, but it’s not easy finding a song for 2 guys. Then Abby Adams at Sony sent the recording to Keith and he knew it was a winner. “I hear lots and lots of songs. There are just certain ones that hit me. That one was immediate. Some grow on you after a while. Some you love and then they burn out quickly. I continue to love this one more and more, especially playing live.”
Was there any doubt this song would be one of the most loved and played songs of 2015, with 116,167 spins and reaching a total audience of almost 800 million people thru country radio? Look at the super star list of songwriters that teamed up to produce this hit.
Tom Douglas’s (BMI) songs have remained fresh and relatable for artists and audience alike for over 20 years. Originally a commercial real estate broker, he did not begin writing professionally until after he was married with kids. With recordings by Reba, Lady Antebellum, and Miranda Lambert (The House That Built Me being one of his biggest), his songs are easily recognizable for their power of positivity and inspirational messages. He was inducted to the NSAI Hall of Fame in 2014 and Raise ‘Em Up is his 8th #1 single.
Jaren Johnston (ASCAP) still finds time to write songs even with his band, The Cadillac Three, spending almost the whole year on the road. Having written songs since the age of 19, he signed his first publishing deal in 2005 with Famous Music after being discovered on MYSPACE. His songs were cool and fresh and after Sony ATV acquired Famous Music, Abby Adams knew that if even one person heard his music, everyone would want to cut his songs. Bring in Keith Urban, who cut Jaren’s 1st number one, “You Gonna Fly” in 2011. He has also co written for Frankie Ballard, Billy Currington, Jake Owen, and Tim McGraw. Raise ‘Em Up marks his 6th #1.
Jeffrey Steele has been the BMI Songwriter of the Year twice, with a BMI catalogue spanning over 66 million performances. In 2013, he was inducted into the National Songwriters Hall of Fame. With songs like What Hurts the Most, The Cowboy in Me, and now Raise Em Up, his songs are always becoming the next wave, proving that he follows his own trend and doesn’t go with what is necessarily popular on radio at the time. Jeffrey, along with daughter Kasey, own Three Ring Circus Music, which upon the success of Raise Em Up, made a donation in each of the writer’s names to Integrated Life Center, an organization that helps young adults and teens get healing from trauma, disorders, and addictions.
When asked at the conference how the writing process works with a team of superstar writers, Jaren told reporters it was always his dream to get Jeffrey Steele and Tom Douglas in the same room. Although they had run into each other at functions, they had never actually written together. “I wanted it to be about life and the things you do in life and where you go rather than a jacked up pickup truck. We can throw that line in there if you want too but I really wanted it to be about more than that,” Jaren told the group. He also described it as three ninjas sitting in a room figuring out how to kill the bad guy—it’s easy with three ninjas. Co-producer Nathan Chapman agreed and said halfway thru, he knew it was one of the best songs he had ever produced. He thanked Keith and mentioned how grateful he was to be working in this town, let alone have the chance to lay down a song of that caliber.
Number ones are certainly not a rare phenomenon for Keith. Two years ago, he released his latest album, FUSE. 4 out of 5 US singles topped the charts; Raise ‘Em Up being the 5th single. As a member of the BMI family, Keith has seen 18 number ones in his career that started when he got signed in 1997. Raise ‘Em Up is up for a CMA Vocal Event nomination, airing live from the Bridgestone Arena on November 4. The guys joke that it won’t win seeing as it is up against legends Willie and Merle.
Keith also briefly spoke of his experience as a judge on American Idol and what it is like being part of the last season. The AI team has already been to 3 different cities as of September 16 and Keith says the Atlanta group probably featured 60% from Nashville, and by “from”, we mean “recently relocated to.” “We are looking for somebody really unique,” quotes Keith. He also shared his observations of the AI hopefuls. He tells the audience they walk into a cold, sterile room with no audience, band, no mic, sometimes no instrument, and they have to cold hard sing. “It’s a pretty tough environment to shine in. The ones who do come in and really feel like they were born to be there are effortless, and that’s what really resonates with me. They’re not an act. They’re an artist.”
Well, Keith Urban is certainly an artist that is not going anywhere anytime soon. He ends his show every night with “Raise ‘Em Up’ because he loves that people can relate to it, no matter the age or where they are in life. Keith says that songs like this are why he does what he does. He wants everyone to feel a connection and be together as one for one moment. That’s what makes it all worth it in his book. Jaren Johnston agrees, as his band, The Cadillac Three, also play it every night during their shows. In Jaren’s words, “I look at people’s eyes and they’re looking back at me just waiting for it. . . when babies come. . . .THAT lyric. That’s what country music is missing these days. That damn lyric that hits you and turns the knife. . . that song destroys me every time I listen to it. It’s amazing that Keith Urban and Eric Church were the ones that delivered that. “
It’s amazing Jaren, that you, Tom, and Jeffrey wrote that lyric. And that Keith and Eric delivered it. We are all so grateful. I have a feeling it will be a timeless hit in all genres of music to enjoy and cry too for years and decades to come. Congrats to everyone involved with the success of Raise Em Up.