JIMMY BOWEN HIT FAST-FORWARD ON HIS DEMO TAPE — NASHVILLE, EARLY 1990s. ONE VERSE, ONE CHORUS, NEXT SONG. AT THE END BOWEN TOLD HIM: “YOUR SONGS ARE NOT GOING TO CUT IT.” 7 years later, Mercury Records told him most of his new album “sucked.” He bought the whole thing back and sold it to DreamWorks for twice as much. The title track spent 5 weeks at #1 — and became the #1 country song of the entire year 2000. Nobody in Nashville wanted the song. Mercury Records had spent four years trying to turn Toby Keith into a ballad singer — romantic, polished, safe. He had put up with it as long as he could. Then he walked into the office and told them the truth: I am going to go down with my own ship. I can live if I go down with my ship. But if I am not the captain and you take it down, I cannot sleep at night. Mercury let him walk. He bought the tapes of his unreleased album back from them, crossed the street to DreamWorks, and sold the whole project for twice the price. DreamWorks still did not want “How Do You Like Me Now?!” as a single — they said country radio was female-driven, and no woman wanted to hear a man gloat. So they released a different song first. It stalled at #33 for three weeks. Toby Keith picked up the phone and called thirty radio programmers himself. Go to “How Do You Like Me Now?!” It entered the chart. It did not stop climbing until it hit #1. Five weeks at the top. The biggest country song of the year 2000. The label that had called his album worthless had to watch it turn platinum with the song they had almost thrown away. What does a man sing — when the only voice left defending his music is his own?
Toby Keith Bet on Himself — and Nashville Had to Listen In the early 1990s, Toby Keith walked into a…