This is an archived article that was published on sltrib.com in 2012, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.
The Ford Motor Co. headlined USANA Amphitheatre in West Valley City on Thursday evening.
The bill ahead of time said country star Toby Keith was the featured performer, but for most of the closing set it was hard to focus on anything other than Ford's marketing prowess.
The set design included an oversized jukebox that housed a tavern bar stocked with drinks (as well as plenty of pyro), but at the top of the jukebox was a large sign that blared, "Built Ford Tough." To Keith's left was a huge neon set piece that read, "F-150 Eco-Boost." To his right was another huge neon set piece that read, "Superduty" and "Powerstroke."
If that weren't enough, nearly every pre-recorded video clip that was shown behind Keith showed a Ford truck in some fashion, and during one song, Keith even played a guitar that had "Ford" emblazoned on the front.
Perhaps the corporate sponsorship keeps ticket prices down and allows performers such as Keith to mount large-scale productions, but it was difficult not to be distracted by all of the product placement. The Solo plastic drink company is getting plenty of attention for Keith's recent ode to the company's signature red product, and Keith has been involved with Ford for years, but the essence of country music is the idea of being beholden to no one, especially corporate America.
It was a shame, too, because Keith, at 50, is such a talented singer and performer. It was a beautiful night, and Keith's 10-piece band (including three horn players) sounded pristine. After months of country shows indoors, it was refreshing to enjoy a country show outdoors with a performer who knows how to engage an audience in a simple untucked-in plaid shirt and jeans.
Keith has a charisma onstage that makes you like him, regardless of his politics or big mouth. His husky low tenor and hook-heavy songs are so good in part because you can immediately identify a Keith song when it comes on the radio, especially songs from his latest album, "Clancy's Tavern," such as the title track, "Red Solo Cup" and "Made in America." Keith's catalog is so deep that nearly every song was a beloved anthem from the past decade and a half.
The shilling for Ford was just off-putting, more than anything. With Keith one of the biggest supporters of the troops, you would think that on Flag Day he would rather plaster his stage with images of the Stars and Stripes. But, I guess, Uncle Sam doesn't pay as much as Uncle Henry Ford.
Toby Keith
R When • Thursday
Where • USANA Amphitheatre, West Valley City
Bottom line • Toby Keith as talented as ever, but shilling proves distracting