
Finding Riches Beyond the Dollar
Ahead of the release of his new EP, Nothin Rich, Louisiana’s Noah James reflects on his unconventional route into country music, a whirlwind year of career milestones and the values that keep him grounded.
For a 19-year-old whose career has already taken him from Louisiana to London and into the television universe of Yellowstone, Noah James has a surprisingly straightforward definition of success. It has little to do with money, fame or material possessions.
Instead, the emerging country artist is drawing on the values of his upbringing for his new EP, Nothin Rich, releasing on October 9. Across songs exploring love, growing up and finding his place in the world, James is offering listeners a more personal introduction to the young man behind the music.
“Nothin Rich really represents where I come from and who I am. I didn’t grow up with a whole lot, but I grew up with enough and I’ve always felt like some of the best things in life don’t have anything to do with money. It’s about family, faith, where you’re from, the people you love, and the memories you make along the way.
“I feel like this EP is a really honest picture of me at this point in my life. There’s songs about love, growing up, home, and just figuring things out, and I wanted the title to reflect that. I may not have a whole lot of material things, but I’ve been blessed with so much that money can’t buy. That’s what Nothin Rich means to me.”
It’s the title track that James is particularly eager for audiences to hear, describing it as a departure from some of his previous releases and an opportunity for listeners to understand him on a deeper level.
“I feel like people are going to get to know me a little better through this song,” he explains. “It’s about realizing that you don’t need a lot of money or material things to feel rich in life. I’m really proud of how it turned out, and I think it’s one that people might connect with in a different way than they expect.”
While the opportunities coming his way might suggest an artist growing up in the fast lane, James is keen to emphasise that he is still navigating the same uncertainties as anyone else his age.
“I hope people understand that, at the end of the day, I’m just a normal 19 year old trying to figure life out. I might be lucky enough to get to travel and play music for a living, but I still deal with everyday problems, relationships, growing up, and figuring out who I am just like everybody else. I’m still learning as I go, and I think this EP shows more of that side of me. I want people to be able to listen to these songs and see a little bit of themselves in them.”
Although his roots are firmly planted in Louisiana, James’s introduction to music was far from the traditional country upbringing one might expect. His father is a professional jazz drummer, and the family soundtrack featured the likes of Michael Jackson and Stevie Wonder rather than the country artists he would later embrace.
That eclectic musical education continues to shape his approach to songwriting and performance.
“I think it finds its way into my music more than I probably even realize. Growing up with my dad being a jazz drummer, I was always around music, and he introduced me and my brothers to artists like Michael Jackson, Stevie Wonder, Prince, and so many other different kinds of music. I think that gave me a really broad appreciation for music and taught me to pay attention to things like rhythm, melody, and the way a song makes you feel.
“Country is what I fell in love with and what I make now, but I think all those different influences are still a part of me and naturally find their way into my music.”
Having discovered country music independently, James has since been doing his best to convert the rest of the family. Most have apparently come around, although one relative is proving more resistant.
“I’ve pretty much converted my whole family at this point,” he laughs. “The hardest one to win over is probably my older brother, who’s right above me. I’m still working on him, but I think I’m slowly getting there. It’s funny because country music wasn’t really a big part of our household growing up, so it’s cool to see how much it’s become a part of our family now.”
His own listening habits remain suitably diverse. Away from country music, Ed Sheeran, Elvis and Maroon 5 are among the artists currently featuring on his playlist.
That openness to different musical influences has accompanied a remarkable period of career development. One particularly significant milestone arrived when his song Set Free featured in Marshals, extending his music’s reach into the Yellowstone universe.
For James, who had previously expressed his ambition to have his music included in one of the franchise’s productions, the moment was all the more extraordinary because he discovered it while watching the premiere with his family.
“Honestly, it was a dream come true. I had always talked about wanting my music to be in the Yellowstone world, so hearing Set Free while watching the premiere was one of those moments where I almost couldn’t believe it was actually happening. I was sitting there with my family, and we were all just shocked and excited together. It was a really special moment for me, and definitely something I’ll never forget.”
His career has also begun taking him well beyond American shores. Having obtained his first passport to travel to C2C earlier this year, James has since developed a growing relationship with UK audiences.
For a young musician experiencing international travel for the first time, even familiar London landmarks have taken on a particular significance.
“Seeing Big Ben in person after seeing it in so many movies and shows growing up was definitely a ‘how is this my life?’ moment. It was surreal.”
His appearance at The Long Road Festival this summer provided another memorable British experience, although not necessarily for the reasons he might have anticipated.
When Home Is Country caught his set, the weather was delivering a typically uncompromising British downpour. Yet the rain did little to diminish the enthusiasm of the audience gathered to watch him perform.
“Honestly, that show is what I remember most from that weekend. It was pouring rain, but the UK crowd still showed up and brought so much energy. Seeing everyone stand out there in the rain for us made that show really special to me.”
The country’s architecture, landscapes and culture have also made an impression on the Louisiana native, although British cuisine still has some work to do if it hopes to win his approval.
“My favourite thing is definitely the vintage look of the cities, along with the scenery and the culture. It’s so different from home and really cool to experience. My least favourite would probably have to be the lack of seasoning on some of the food! But I’m a Louisiana boy, so we put every seasoning imaginable on just about everything!”
Beneath the humour and the excitement of an increasingly international career, however, lies a considerable degree of determination. James has previously spoken about abandoning the idea of a Plan B, committing himself fully to the pursuit of a career in music.
It’s an ambitious decision at any age, let alone 19, but he appears more energised by the possibilities ahead than intimidated by the uncertainty.
“There’s definitely some fear that comes with taking a risk this big, but honestly, there’s way more excitement and determination. I’ve put everything into music, and I’m determined to make it work. I’m excited to see where God takes it.”
That combination of faith, ambition and attachment to family runs throughout his answers, just as it informs the songs on Nothin Rich. For all the distance his music might eventually take him, James remains clear about the place he considers most important.
Asked what home means to him, his answer is unequivocal.
“Home means everything to me. I’m a big family person, so home is really wherever my people are. No matter where music takes me, being back home with my family is what keeps me grounded.”
As his career enters its next chapter, Noah James may be travelling further, reaching new audiences and collecting experiences he once only imagined. But if Nothin Rich is any indication, his measure of a life well lived is unlikely to change with his circumstances.
For this Louisiana boy, the richest things in life remain the ones he can always return home to.
Noah James releases the EP Nothin Rich on October 9.