Jelly Roll is not your typical country star: His past includes prison, addiction and 20-plus records as a rapper. Now, he's a favorite for multiple Grammy noms.
Jelly Roll has a simple rule — one his team had posted on the walls of Mechanics Bank Arena here on a recent evening — about taking photos backstage at his concerts. “Before the show, great — whatever you want,” the Southern rapper turned face-tattooed country star says. “But you come back after, then we’re just chilling, having a good time.” He grins. “Ain’t nobody need pictures of that.” Business, then pleasure, in other words. And right now business is good.
“I wanted radio and I wanted publicity,” he says. “I wanted to play the Grand Ole Opry.” Jon Loba, president of Nashville’s Broken Bow label, was impressed the first time he heard Jelly Roll’s music. “But as you dug into his socials, it was the conversations he was having with his audience — the intensity of the conversations — that really got me,” Loba says. “It felt like it went beyond the normal music fan, like it was almost life-changing for many parts of his audience.
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