Every country singer who wears a cowboy hat ought to tip it now and then to the memory of Gene Autry. Sept. 29 is the centennial of Autry’s birth in Tioga, Texas. While his greatest fame came from the Western movies he made — starting in 1934 with In Old Santa Fe and continuing through his 1950-56 TV series — he was initially a country singer and would remain one throughout his long recording career.
Autry emerged musically around the time that high-powered radio stations were beginning to attract millions of listeners with their weekly “barn dances,” all of which featured live musical talent. Because much of the talent and many of the fans were from rural backgrounds, the singers and musicians often dressed up as “hillbillies” for their performances and publicity pictures, with bib overalls, grotesquely patched trousers and shirts, battered felt and straw hats, suspenders, gingham dresses and the occasional corncob pipe.
But there was none of this demeaning tomfoolery for Gene Autry. Although he was not the first country singer to sport Western wear (Jimmie Rodgers sometimes did), Autry was already cultivating a neatly pressed cowboy persona when he joined the National Barn Dance on Chicago station WLS in the early 1930s. There he deftly marketed that persona by promoting his personalized songbooks, records and Gene Autry Roundup Guitars. The movies, of course, subsequently burned his wholesome, Stetson-topped image even more deeply into the American consciousness. It’s still there in the looks of such troubadours as George Strait, Alan Jackson, Kix Brooks, Brad Paisley, Garth Brooks, Clint Black and, most sincerely and soulfully, Riders in the Sky (who have re-released their Public Cowboy # 1 album, now subtitled A Centennial Salute to the Music of Gene Autry).
Want to talk cowboy classics? Autry had a bundle of them: “The Last Roundup,” “Tumbling Tumbleweeds,” “South of the Border,” “Back in the Saddle Again” and “Don’t Fence Me In.” Much of his best work, though, was straight-ahead country fare, songs like “That Silver-Haired Daddy of Mine,” “I’m Thinking Tonight of My Blue Eyes,” “I Hang My Head and Cry,” “At Mail Call Today” and “Someday You’ll Want Me to Want You.” Still, his key to cultural immortality may turn out to be those infectiously crooned tales about Peter Cottontail, Frosty the Snowman and Rudolph the Red-Nosed Reindeer. The man knew how to build a brand.
Gene Autry cantered into the sunset on October 2, 1998, leaving a life well lived and a job well done.