The NBC and Peacock-broadcast Sept. 28 event at Nashville’s Grand Ole Opry House saw Jelly Roll win top honors with four fan-voted award wins
Jelly Roll is a Nashville native rapidly becoming country music’s success story of 2023.
Given that he won four times (Male Artist, New Artist, Collaboration and Song), Thursday night’s inaugural fan-voted People’s Choice Country Awards at the Grand Ole Opry was another in a series of moments in which Jelly Roll cemented his status as a certified country star.
“Fans love him for being himself and for his ability to allow them to stay true to their stories,” fellow rising star Lainey Wilson said while accepting the “The Collaboration Song of 2023” award for the pair’s duet “Save Me.”
Jelly Roll was not present at the event. His 44-date “Backroad Baptism” tour had him at the Riverbend Music Center in Cincinnati, OH.
Thursday’s awards also featured Grand Ole Opry members and show hosts Little Big Town standing in the Opry’s legendary circle and speaking about the expansion of country music’s legacy from George Jones and Tammy Wynette to People’s Choice Country Awards special honorees Wynonna Judd and Toby Keith.
“I don’t know what this means, but I’m gonna put it on my mantle because I’m glad to have it,” offered Blake Shelton upon winning the “The Social Country Star” trophy.
Here are five other key highlight takeaways from the People’s Choice Country Awards:
The broadcast needs more time
Yes, the People’s Choice Country Awards TV program ended abruptly after only half of the awards had been presented. The event had a hard broadcast limit of two hours, and brevity was not in the cards for those accepting awards, including Toby Keith and Wynonna Judd.
There were also moments when younger members of the Grand Ole Opry, inducted in the past decade (including Lauren Alaina, Lady A and Dustin Lynch), appeared to ad-lib at considerable length about their favorite genre moments to date.
Given that the program is part of a partnership between independent strategic investment company Atairos, NBCUniversal and Opry Entertainment Group, the event is likely to return. However, 12 categories and several honorary awards, plus ten performances in 120 minutes may be too much of a good thing.
What a press release describes as “[leaning] into the rich connection between country music and the Opry through chart-topping musical performances, genre-bending collaborations, legendary tributes and surprise moments” may need to be better timed and presented to achieve optimal success.
Wynonna receives the ‘Country Champion’ Award
On the People’s Choice Country Awards red carpet, the Country Music Hall of Famer spoke of being honored with the “Country Champion” award.
Judd was celebrated for her decades-long philanthropy and activism, including child advocacy, work with the Wounded Warrior Project and Habitat for Humanity for veterans, and aiding disaster relief.
“A champion battles for others. I’m someone who wakes up every day by turning my pain into purpose with a goal-oriented mentality. I’m still living in a place between hell and hallelujah.”
Wynonna’s victory was feted by the Brothers Osborne, who were overcome by the moment and celebrated one of their favorite country icons.
Judd performed her take on two of her 1992 solo favorites, “I Saw The Light” and “No One Else On Earth.” Both were prime examples of the types of performances that, in the words of Carly Pearce, involved Judd “singing from her toenails, with power.”
Regarding all moments since her April 2023 induction into the Country Music Hall of Fame, which occurred a day after her mother Naomi’s death, Judd said she believes music, more than anything, to be her guiding personal and professional force.
“That’s how much [I] love music — regardless of what has happened to me and who, I show up and I show out, she said.”
Toby Keith still ‘ain’t worth missin’
The “Red Solo Cup” vocalist was honored with the “Country Icon” Award by his “Oklahoma Brother” Blake Shelton. The country favorite and Ole Red honky-tonk brand proprietor honored Keith with a performance of his 2002 classic “Who’s Your Daddy.”
Keith has made numerous recent public appearances after an 18-month break from touring to focus on his health, following announcing a stomach cancer diagnosis in June 2022, following receiving radiation, chemotherapy and surgery for six months.
The artist will release a new compilation, “100% Songwriter,” on Nov. 3.
Keith is “the man who taught me more about performing than anyone else,” said Shelton.
After accepting the award, Keith performed his song “Don’t Let the Old Man In.”
“I’m working my way back into performing shape,” noted the artist on the awards’ red carpet.
Thursday’s Grand Ole Opry appearance showed him to be well along that path.
HARDY steps into the circle
A decade into his mainstream country music career as a nearly 20-time Billboard country chart-topping singer and songwriter, Michael Hardy has added stepping into the vaunted circle of the Grand Ole Opry to his list of country music achievements.
Doing so while playing “TRUCK BED,” his alt-rock and Nirvana’s “Heart-Shaped Box” riff-inspired drinking anthem, isn’t an egregious break from tradition. Still, the harsh guitar tones and scream-laden vocals heralded an evolution in this era of the rock-aimed side of the genre.
Subdued and understated after the performance, he noted that the moment was “pretty cool,” and that he looked forward to another opportunity.
Jelly Roll performs ‘Save Me’ live in Cincinnati
Jelly Roll was notable in his absence from the People’s Choice Country Awards.
Unable to attend because he was onstage in Cincinnati with Elle King — his concert opener — he, appearing on screen from Ohio, tearfully thanked a capacity crowd on his nationwide tour.
Given the People’s Choice Country Award while onstage, before singing his popular anthem “Save Me,” the 12-month growth from star to superstar feels complete.
Exclaimed the artist born Jason Deford: “I couldn’t do this without you. It’s always for the fans first. The underdogs are back on top, baby!”
