There is a sobering statistic that appears 12 seconds into Jenna Paulette’s “You Ain’t No Cowboy” music video: “The suicide rate among ranchers and farmers is 3.5 times higher than the general population.”
Often seen as a taboo subject in that community, Paulette is not only shining a spotlight on it, but providing encouragement as well: noting that there is no shame in talking about struggles that are oftentimes impossible to control. Instead, Paulette insists that a real cowboy tackles issues head on and works to overcome them.
We chatted with Paulette all about the music video, released on World Mental Health Day, what she hopes listeners take away from it and more!
Pro Country: You wrote “You Ain’t No Cowboy” with Rhett Akins and Will Bundy. Can you take us in the room and talk about how the song came together?
Jenna Paulette: I had “Empire of the Summer Moon” hanging out of my bag. A book about the last great Comanche chief Quanah Parker. I didn’t know Rhett had read it and loves history too. We started talking about the history of the West. Cowboys, what I do when I’m not singing. I’m pretty sure I had the title in my phone, but the conversation led us to it naturally. We talked about the men I grew up around and how they were the opposite of what a Hollywood version of a cowboy represents to me. It’s more than being able to swing a rope or ride a horse. It’s the character that goes with the job that makes being a cowboy something special. I wanted the song to reflect that; it was the first song that combo wrote together. It felt like raw magic.
PC: The music video for “You Ain’t No Cowboy” expands on the lyric’s story of love lost,
tackling themes of addiction and suicide. Can you talk about the ideation of the video’s
concept?
JP: Ross (the love of my life!) is a cowboy. That’s his job, but he fought addiction, suicidal thoughts and mental health issues before we met. I believe cowboys don’t stay where they are at; if they have a problem, they face it. That’s what he did, and I admire him so much for it. He is five years sober and someone I respect so much for the decision he makes over and over to choose me and family over substances. What a MAN, what a cowboy.
PC: Suicide and addiction are typically taboo subjects amongst the agriculture community. Why was it important to you to shed light on both subjects in the music video for “You Ain’t No Cowboy” and to release the video on World Mental Health Day?
JP: Because it’s REAL. I know quite a few cowboys and ranchers personally who have fought similar battles, or at least are aware that they need to fight. I am praying that this opens a door to vulnerability for them to see someone they respect as much as Ross tell his story this way. I pray they find strength and comfort in it and that it spurs them to action. I pray I’m hearing people tell us for years to come that they saw themselves in this story and that it leads them to their own ability to overcome.
PC: There is a stat at the beginning of the video noting that the suicide rate for ranchers and farmers is 3.5% higher than the general population. How jarring of a stat is that?
JP: To me I see the reality of it. The loneliness of it. The pressure of it. The fact that so many factors are out of our hands as farmers and ranchers. So yes, it’s surprising, but not when you truly sit down and think about it. I think it will be really powerful to those enduring it to know they are not alone, and hopefully we can see that statistic go down over time.
PC: Given its heavy subject matter, what do you hope listeners take away from the music
video for “You Ain’t No Cowboy”?
JP: That you ARE a cowboy when you take a challenge on, ANY challenge, and fight with all your grit to overcome it.
PC: What do you have planned for the rest of 2023 and going into 2024?
JP: Touring, and getting in the studio for album two. I’m very excited for 2024, but I have loved this year. It will be one I treasure!
PC: Is there anything you’d like to add?
JP: Please personally share this video with those that might need it. Tell them they aren’t alone.
*”You Ain’t No Cowboy” is featured on The Best of Pro Country playlist!*
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