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With estimated earnings of $53 million over the past year,
Keith has built an unlikely empire through investments and
endorsements in music labels, Wild Shot mezcal, race horses,
Ford trucks and a southern food restaurant chain.
"I have 30 to 40 opportunities a year, but there's no way I'm
going to endorse it just for the money. I get to be very choosey
and selective. I have a great business team around me," Keith
told Reuters.
It is a glimpse into the world of an artist Forbes called in
2013 "Country's $500 Million Man."
This year, the magazine estimated Keith's annual earnings placed
him only behind country singer Garth Brooks' $90 million and pop
singer Taylor Swift's $80 million. Keith even earns from Swift's
revenue because of his stake in Nashville music label Big
Machine Records.
But the core of his empire comes down to his music, and the
loyal fan base he has built since his debut self-titled album in
1993.
At 54, Grammy-nominated Keith is onto his 18th studio album, the
laid-back and often nostalgic record "35 MPH Town," due out Oct.
9.
The title track of the same name, a nod to the road speed limits
of America's suburban and rural towns, was influenced by Keith,
an Oklahoma native, and fellow song-writer Bobby Pinson
reflecting on how things have changed since their childhoods.
Another track, "Rum is the Reason," infuses Caribbean island
vibes, courtesy of singer Jimmy Buffet's Coral Reefer Band.
"I wanted the real steel drums, the whole thing about the
Caribbean sound. That beat just makes you want to go out and
drink something. It's festive," Keith said.
With more than 20 years in the music industry, Keith knows his
fan base well and is not fazed by newcomers who may be vying for
a stake in country music. He welcomes them.
"You won't hear me doing what they're doing, but you won't hear
me being one of those guys saying, 'This ain't country,'" he
said.
"There's two things I swore I'd never do: Mistreat an opening
act and complain about the new generation. Let them do their
thing."
(Editing by Piya Sinha-Roy and Cynthia Osterman)
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