
Writing a check for roughly $93,000 in 1999 allowed Toby Keith to buy back his own rejected recordings from Mercury Nashville and carry them straight to DreamWorks Records.
Before that standoff, the former Oklahoma oil field hand had spent six years under the PolyGram corporate umbrella, getting shuffled from Mercury to Polydor, over to A&M, and finally back to Mercury. Although his 1993 debut single “Should’ve Been a Cowboy” became the most-played country song of the decade, label executives still treated him like a secondary act as late-1990s radio leaned heavily toward polished pop crossovers.
Working alongside producer James Stroud and songwriter Chuck Cannon, Keith recorded a batch of rowdy, horn-driven tracks anchored by a defiant new song called “How Do You Like Me Now?!”. When he delivered thirteen finished tracks to Mercury Nashville chairman Luke Lewis, the label rejected nearly the entire project, pulling only two songs to package onto his 1998 Greatest Hits Volume One compilation.
Keith tried cutting two more songs to satisfy the front office, and Mercury turned those down as well. Sitting down with Lewis, Keith told the executive man-to-man that they did not see eye to eye and asked to be released from his contract so he could provide for his family.
Rather than leaving his unreleased sessions locked in a corporate vault, Keith negotiated to purchase the master tapes himself for just under $100,000. He walked out a free agent holding a completed album that his longtime label believed had no commercial future.
Across town, Stroud had recently taken over as head of the newly launched DreamWorks Records Nashville. Having co-produced the sessions, Stroud knew what was on those reels and signed Keith immediately, paying $200,000 for the masters and releasing the album on November 2, 1999, without altering a note.
Sent to country radio as the title track, “How Do You Like Me Now?!” climbed to No. 1 on the Billboard Hot Country Songs chart, stayed on top for five consecutive weeks, and crossed over into the Top 40 on the all-genre Billboard Hot 100. The song finished 2000 as the number one country single of the year, while the follow-up ballad “You Shouldn’t Kiss Me Like This” added another three weeks at the summit and pushed the album past triple-platinum sales.
At the Academy of Country Music Awards in May 2001, Keith stepped to the microphone to accept both Top Male Vocalist and Album of the Year for the very recordings Mercury had refused to release. Holding the trophies, he told the crowd he had waited nine years for that recognition.
That breakthrough ignited a five-album run at DreamWorks that turned Keith into country music’s dominant commercial force of the early 2000s. His 2001 follow-up, Pull My Chain, debuted at No. 1 and delivered three consecutive chart-toppers with “I’m Just Talkin’ About Tonight,” “I Wanna Talk About Me,” and “My List.”
He followed with Unleashed in 2002 and Shock’n Y’all in 2003, a pair of multi-platinum blockbusters that sold more than four million copies apiece and produced staples including “Courtesy of the Red, White and Blue (The Angry American),” “Who’s Your Daddy?,” “Beer for My Horses” with Willie Nelson, and “I Love This Bar.”
In an ironic corporate twist in 2004, Universal Music Group acquired DreamWorks Records and folded its Nashville roster back under Luke Lewis’s oversight. Keith completed one final album under the banner, 2005’s Honkytonk University, which gave him a six-week No. 1 hit with “As Good as I Once Was.”
Months later, when DreamWorks Nashville shut its doors in August 2005, Keith used the leverage and fortune built over those six years to launch his own independent label, Show Dog Nashville, ensuring he would never again have to ask an executive for permission to release his own music.
A check for $93,000 in 1999 did more than rescue a rejected tape from a Music Row shelf. It handed Toby Keith the keys to his own career and proved that the songs he believed in were worth every dollar he put on the line.