Parmalee plays the Dana Center
By Michael Witthaus
mwitthaus@hippopress.com
It’s been a hard road for Parmalee.
Named for the band members’ North Carolina hometown, the group formed in 2000 and spent years finding its sound and convincing the fickle country music industry to give them a look. Then, on the eve of a big showcase for the label in 2010, their drummer was nearly killed during an attempted robbery on their tour bus.
They finally broke through, first when the partied-too-hard single “Musta Had a Good Time” cracked the Top 40 in 2012, then a year later with “Carolina,” which went platinum and hit No. 1. Ever since, they’ve earned country airplay records and built success upon success. Fans can check out their impressive catalog of songs at an upcoming concert in Manchester.
Through all the challenges, Parmalee — singer Matt Thomas and his drummer brother Scott, their cousin, bass player Barry Knox, and Josh McSwain, a longtime family friend on lead guitar — never thought about giving up. The scrappy four-piece was determined to make it, whatever it took.
“We just outworked everybody,” Matt Thomas said by phone from Indiana, the latest stop on their Fell In Love With A Cowgirl tour, named for their latest album, which came out in April. “We didn’t have the goods, we didn’t have the song back in the day. We almost had the song and it got us a little bit further.”
So they got resourceful in other ways. A 2007 showcase in Charlotte, North Carolina, was attended by an Atlantic Records bigwig. “I knew he wasn’t going to sign us,” Thomas said, but he decided he’d ask the exec for advice anyway. What would he do with Parmalee? “He said, ‘I’d send you to work with Rick Beato.’”
These days Beato is a big YouTube personality, but back then he was an insider favorite. Thomas and his mates decided to call him. “I was like, ‘Hey, Rick, we’re this band Parmalee, and we’re coming to see you.’ We played him some songs, and we had one we hadn’t finished. We played him the chorus, and he perked up.”
The song was “Carolina.” When Parmalee finally got their record deal, in 2012, they brought Beato back to help polish it to perfection, and with that, they were on their way. “Close Your Eyes” from their Feels Like Carolina album charted, and 2019’s For You produced three hits, “Just the Way,” “Take My Name” and “Girl In Mine.”
Late last year, one more track from For You hit No. 1, “Gonna Love You,” in large part because of an accompanying video. It recreated the horrific night in 2010 when Scott Thomas got into a shootout with two men trying to rob the band. Given a five percent chance of surviving, Scott was in hospital for over a month, and spent six more months in rehab.
With the clip, the band hopes press questions about the incident will finally ease up.
“It’s easy — if someone asks, we can say, ‘Go watch the video, that’s about as close to the night as we could do.’ It’s pretty spot on for the most part,” Matt Thomas said, adding, “it was good to get that off our chest.”
A month after “Gonna Love You” peaked, they dropped the new album’s first single. “Cowgirl” is starting to get some traction with fans. “It’s in the top 30, and once it hits the top 20, the audience starts doubling,” Thomas said. “You can see it reacting differently once it moves up the charts a little bit.”
Despite their history of hits, the band sometimes struggles with the industry. For example, they’ve never gotten a CMA nomination, one of the reasons Knox once wore a T-shirt reading SNUBBED in an interview. “Cowgirl” was no exception. “You have to get all the partners in streaming and radio to believe in it, even though we’ve had multiple No. 1’s,” Thomas said. “But it’s alright, it’s not a sprint, it’s a marathon.”
Parmalee with Mackenzie Carpenter
When: Friday, Aug. 29, 7:30 p.m.
Where: Sullivan Arena, 100 Saint Anselm Drive, Manchester
Tickets: $35.75 and up at anselm.edu
Featured photo: Courtesy photo.
