SPOTLIGHT: Emma White Calls Out The Music Industry Struggle In ‘Ten Year Town’ Video


Rising “country music obsession” (Buzzfeed) Emma White released the highly anticipated video for critically acclaimed single “Ten Year Town” last week. The video, which “highlights White’s reflective lyrics alongside delicate strums of an acoustic guitar and light percussion,” (Billboard) was directed by Jay Curtis Miller, produced by FlyHi Films and is available now on all video streaming platforms.

“This song felt special from the day we wrote it, but so honest and unapologetically so. I never imagined it would be embraced in this way,” she told Billboard. “I was afraid I said too much, but it taught me that the truth will always resonate with people.” 

Telling a story about the struggle of making it as a female artist in the industry, “Ten Year Town” serves as a voice for other aspiring artists looking for their big break. The release of the track in May coincided with the launch of White’s Whitehouse Records, a co-venture with friend and fellow businesswoman Jennifer Coyle. “Ten Year Town” marked the label’s first official release.

“I’ve never fully understood the need to physically alter my appearance to be an artist. If I could wear the same black on black outfit every day, I would. To me, there’s always been a disconnect with needing to change my appearance in order to communicate my message musically,” she explained to Billboard. “This video is meant to capture that process — finding yourself through losing yourself, and in the end, staying true to yourself. I’m actually learning to have a lot fun trying on different looks and experimenting with makeup in a lighthearted way. The difference is that those decisions are my own and not decisions made for me.”

Described as an “acoustic ballad [that] hits home [and pulls] at the heartstrings of anyone who’s moved to middle Tennessee with songs in their head and stars in their eyes” (Rolling Stone), “Ten Year Town” has already resonated with critics and listeners alike. In addition to featuring her strong vocals, White also displays her talent with both co-writing (Brinley Addington, Neil Medley) and co-producing (Brad Hill) credits on the song.

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