Cross-over. It was a buzz term in music marketing, back in the 80s. Like many things from that decade it was applied cynically. Industry executives were worried that Micheal Jackson would not make them quite enough money because, well, he was black, n’ all. So they hired Eddie van Halen, with impeccable redneck street-cred, to play the guitar solo on “Beat It”. This would ensure radio airplay in the Southern states, you see.
Just one of many examples of such cold calculation, which brought the whole idea of cross-over into disrepute. This is a shame, because, at core, music which crosses over between cultures, or even sub-cultures, is surely a good thing. Elvis. Dylan. The Beatles. The Rolling Stones. All cross-over in one way or another. It means reaching out, breaking down barriers of prejudice.
“Prejudice”: literally, to pre-judge, decide without a fair hearing. Which is to say, without just listening.
Which brings us to Jimmy Reeves. “Gentleman Jim”, they called him. Starting out as a shrill hillbilly country singer, Reeves changed his singing style, brought in elements of pop, elements of swing jazz, and became something of a crooner – but still country, and in many ways much more than that.
Born in 1923, Reeves served a long apprenticeship working the country music circuit. He performed on the great radio shows of the 1950s, Louisiana Hayride and the Grand Ole Opry, and was already established in country before he broke through to the pop charts in 1957, with the hit “Four Walls”.
And did he cross-over, or what? It is one thing to record in Nashville and make the US pop charts. It is quite another to become a revered, genuinely loved artist across nations and cultures, most of which have never seen a Stetson hat outside of a movie theatre. And that is what Reeves did.
Reeves was listened to and loved – and is still remembered fondly if fan websites are anything to judge by – in the UK, in Norway, in the Netherlands, in South Africa (he was so big there that he recorded songs in Afrikaans), in India, in Sri Lanka, and in a whole host of other places you would not expect. Reeves died tragically young, killed in an air crash in 1964, but his music lived on.
The secret of Reeve’s appeal? Part was his pure, smooth vocal style. Part was his ability to give emotional conviction to the (let’s face it) sentimental lyrics which are country music’s core. He was a Christian, too, and he expressed his faith in his music without being bombastic or preachy.
This track “Suppertime” is the B-side to a 1965 single. It is sentimental to the extent it needs a heart-health warning, but Reeves carries it off. He was already dead when the record was released, which makes the message all the more poignant: there is a loving God, at whose table all of us are welcome. Just listen.
- Artist: Jim Reeves
- A Side: How Long Has It Been
- B Side: Suppertime
- Format: 7”, 45 rpm, vinyl, mono
- Label: RCA
- Made in: UK
- Catalogue: RCA-1445
- Year: 1965
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