Bryan Andrews’ vitriol is going viral. The up-and-coming country artist’s song, “The Older I Get,” contains lyrics in its verses that take on big pharma, corporate greed and un-Christ-like Christians. But it’s the bridge that has drawn the most attention, as he makes references to the Jeffrey Epstein files (“Raise your right hand / plead the Fifth / Tryna cover up names on a list / lie and say that it doesn’t exist”), ICE (“Heaven help you if you’ve got brown skin”) and the Israeli/Palestinian conflict (“Watch ‘em starve on Gaza Strip”).
“The Older I Get” originally came out in June. But in mid-October, a tirade Andrews delivered on social media propelled the song into virality: this week, it debuts at No. 3 on Billboard’s Country Digital Song Sales and No. 8 on the overall Digital Song Sales chart while Andrews debuts at No. 16 on the Emerging Artists chart.
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His outburst, which he titled “Crash Out,” features a camo-wearing Andrews seated in his truck, ranting about ICE agents “carting them off in the back of U-Hauls…and the worst part is I have to watch some of you cheering it on like you’re watching a f-cking football game,” saving his ire for people who call themselves Christians who applaud these actions. “I started writing songs about this sh-t because I’m not oblivious to the platform I have,” the Carrollton, Missouri native continues, adding he knows it’s risky for his career to be so outspoken, especially in the often conservative country community, but he feels he has no choice but show “what side of history he’s on.” The reel has garnered more than 7.5 million views on Instagram alone, and proved an effective — if unintended — marketing tactic for the song. And that success earns Andrews’ manager, 10 and 8 Management owner Nicholas Mishko, the title of Billboard’s Executive of the Week.
Here, Mishko, who began managing Andrews almost two years ago after one of the former pipe welder’s songs popped up in his TikTok feed, discusses the song’s success, and gives some context to Andrews’ rise and his signing with Disruptor/Sony five months ago. “Bryan has been creating music for about five years,” Mishko says. “TikTok proved to be a pivotal moment in his career, allowing his music to reach a national audience, open new doors and pursue music full time.” A number of high-profile music executives liked Andrews’ post, which Mishko says, “has opened doors for conversations and opportunities that weren’t possible before.”
The song originally came out in June, but exploded around two weeks ago after Andrews’ “Crash Out” social media post. How were you building the song the past four months until then?
We were building the song through TikTok and Instagram, steadily gaining momentum with each viral moment. We also shared the track with key influencers early on, which helped generate press and expand its reach.
How has it helped spread the word given the celebrities like Mark Ruffalo have liked and commented on Andrews’ post? How are you tying that back to the music?
The attention from high-profile celebrities has helped bring Bryan’s music to audiences who might not have discovered it otherwise. Each repost, share, like or comment generates conversation and drives new listeners to the song and his other work.
It’s not until two-thirds through “The Older I Get” that Andrews gets overtly political with the bridge that alludes to the Epstein list, “brown skin” and Gaza. Was there any thought to making a version without those references?
The song was largely complete before Bryan wrote that bridge. He added those verses after seeing current events unfold. Those experiences inspired him to address issues and bring awareness.
Andrews posted that people were upset by “Crash Out,” “especially in the country music space.” Was it mainly country music fans or did you hear from people in the country music industry?
The backlash mostly came from fans who felt the song challenged their expectations of country music. We also heard from a few people within the industry, though it was never overwhelming. Overall, the reaction showed that the song was sparking conversation and engaging people with the issues Bryan wanted to highlight.
Andrews signed with Disruptor/Sony in April and you led with “Blue,” which was a much more traditional, though biting, country song about a broken heart, as opposed to something political. Why?
The song highlights Bryan’s songwriting and storytelling, making it a strong introduction for a wider audience. Disruptor’s team, especially Adam Alpert and Julie Leff, has been fantastic to work with, emphasizing from day one that their artists should feel in control of their art. They were fully on board with this first release.
What are your radio plans for “The Older I Get?”
Right now, our focus is on building strong momentum online, letting Bryan’s songs gain traction with fans and influencers. From there, we’ll evaluate whether and how to approach radio, using the buzz as a foundation for any future push.
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On YouTube, so many of the comments are from people who say they hate country music, but they love this song. How are you capitalizing on those new fans?
One of the top comments we’ve seen across platforms is, “I don’t listen to country, but I do now because of you.” We are engaging those new fans by highlighting the song across social platforms and encouraging them to explore more of Bryan’s music. By sharing behind-the-scenes content, stories about the songs and interactive posts, we’re turning casual listeners into loyal fans. It’s exciting to see new fans coming into country music and discovering a side of the genre they haven’t experienced before.
Does he follow “The Older I Get” with another political song or something more traditional?
Bryan has been country his entire life. I have been to his hometown and seen the small-town, blue-collar farming community he grew up in. He is living that life, and with this next song, he is showing listeners that he truly is a country artist and that his authenticity is undeniable.
Are you waiting for the White House to take notice and comment, as they have on Zach Bryan’s song, “Bad News?”
I’m always curious to see who is commenting and what they’re saying, and it’s clear the song has sparked meaningful conversation across a wide audience.
