
I may have given up tracking the Pulse of Mainstream Country Music, but I still occasionally swing by the Country Aircheck website to look for songs that should be reviewed. While looking at this week’s report, however, one statistic caught my eye: Blake Shelton’s latest single “No Body” lost nearly 400 spins and exactly 1440 points this week, a clear indication that Warner Bros. has pulled the plug and is ready to let this one go. The final tally for that track is less than impressive: A peak of #17 on Mediabase, #18 on Billboard’s airplay chart, and a rough #25 on Billboard’s Hot Country Songs.
Any artist can drop a dud single now and again, but “No Body” represents a continuation of the losing streak that Shelton’s been on for fifteen months now. “No Body” is now his third consecutive disappointing single release, following 2021’s “Minimum Wage” (#9 peak) and “Come Back As A Country Boy” (#12, plus the honor of being the worst song I reviewed that year). His work as a featured artist during that time hasn’t done any better: His late addition to the Zac Brown Band’s “Out In The Middle” didn’t give the song much of a boost (it eventually peaked at #12), and his collab with Brantley Gilbert “Heaven By Then” is currently languishing in the low 40s on Mediabase four months after its release (and was the runner-up for the worst song I reviewed in 2022). While these results aren’t terrible—lots of artists would give their left vocal cord for a single to reach the Top Twenty—Shelton isn’t “lots of artists”: He’s been one of the biggest stars in country music over the past decade, a man who once took seventeen straight singles to #1. What’s going on here?
Well, there’s another number we need to factor in: 46, as in Blake Shelton’s age as of this post. Country stars seem to hang around a lot longer than their contemporaries in other genres, but Nashville is still a young man’s town, and Shelton’s contemporaries are looking a little shaky right now as well. I talked about Tim McGraw and Kenny Chesney in my recent review of McGraw’s “Standing Room Only,” but Shelton’s fellow 46-year-old Luke Bryan recently fell on his face with “Up” and only made it to #15 on Billboard’s Hot Country Songs, while 46-year-old Jason Aldean’s “That What Tequila Does” snapped his airplay #1 streak and only reached #19 on the HCS chart. I questioned McGraw’s current standing in the genre in my review, and with Shelton seeing similar struggles, it begs the question: Is Blake Shelton, Inc.’s radio run finally over?
There are certainly signs that the end is nigh: In discussing his decision to leave The Voice after its current season ends, he noted that doing “a little bit of nothing [next] would be nice.” He’s also using talking points like putting his family first and kicking back after a whirlwind of travel, sounding a lot like Tom Brady in the wake of his own retirement. It sounds like Shelton is fairly comfortable with his current legacy in country music, and he may well want to leave on his own terms before he gets forced out.
Now, as someone who’s said a lot of negative things about Shelton’s output over the last six-and-a-half years, you might think that I’d be welcoming the idea of Shelton finally heading for the door. Much like with the majority of songs today, however, I’m really not that moved by the idea, and it’s only partially because celebrating people’s downfalls is in poor taste. It’s also because despite the clickbait title of his post, I don’t think Shelton’s time on the Nashville A-list is over just yet, and it’s mainly because his time on The Voice is.
Shelton has been a coach on The Voice ever since the show debuted in 2011, and while it’s part of the reason Shelton became such a major figure in country music, you have to wonder if it’s been dividing his focus and left him struggling to take the pulse of the genre. Shelton seemed to hint at this in a recent interview with People magazine:
“I’m really at a crossroads right now. The country music lane is changing so rapidly, and there’s some really good stuff out there. These young kids coming up, it’s amazing to see the music that they’re making and how creative they are…I’m enjoying watching what’s happening and putting a song out once in a while. That’s another reason that I’m excited to get some time back away from The Voice and concentrate more on, ‘What kind of record do I want to make? Is it going to fit in? Do I care? Do I not care?’ I got a lot to figure out.”
Personally, I’m a little skeptical of this argument: Shelton was the biggest play-it-safe artist in Nashville for a long time, and his move to songs like “God’s Country” and “Come Back As A Country Boy” felt like a direct response to the angst and anger that have been flooding the genre lately. Still, going all in on the 90s motif for “No Body” didn’t work out at all, and there’s no doubt Shelton’s been watching as the Combs and Wallens of the world compete for the country music crown while his own star fades. A Voice-less Shelton is a Shelton that can hyper-focus on a project and bring it to market with the full force of his personality, and one that can stay more in tune with the current vibes of Music City. He may say he wants to spend more time with family, but as Brady’s waffling on the notion of retirement indicates, talk is cheap, and retirement talk is even more discounted. Finally, while “No Body” may have been meant to be a leadoff single, it certainly wouldn’t be the first time an artist has stepped back and changed their approach after a song flopped (see: Dierks Bentley after “Bourbon In Kentucky” crashed and burned).
As much as I hate to say it, I don’t think we’ve heard the last of Blake Shelton just yet. I expect him to stay relevant for a while longer in country music, even if he takes a more-relaxed approach to his music. Country artists like Shelton rarely “go gentle into that good night,” instead preferring to “rage against the dying of the light” until they finally get dragged off the stage. Radio may be pushing him to go, but all it takes is one big song to rewrite that narrative, and Shelton will soon have all the time and space he needs to find such a song.
But be warned, Mr. Shelton: I don’t plan on going anywhere either (unless this whole YouTube thing really takes off), so if you’re going to keep making me review your songs, for both our sakes, they had better be good.