When Central Virginia’s blue-collar quartette, ‘Four Thirty Four’ announced the release of their new single ‘High Roller’ on May 30th, fans knew they were in for a treat. It wasn’t just another release; it was a musical statement from a band that upholds its mantra – no fads, no gimmicks, no trends.
A mere glance at the SMR Top 50 (Mainstream/Active Rock chart) for the week ending 8/8/2023 reveals the song’s triumph. Positioned at #26 in the nation, ‘High Roller’ has not only rocked airwaves but also the music industry’s metrics. This is evident when, on its radio debut, it stood as the #1 single added in Secondary Markets, edging out notable acts like Corey Taylor, Black Stone Cherry, and Halestorm. Moreover, the song also topped the charts at Mediabase, an industry leader that monitors radio airplay across North America.
Credit for the widespread reach of ‘High Roller’ goes beyond the magnetic tunes of Four Thirty Four. The single was masterfully released by Stryker Records, distributed by Ingrooves (a Universal Music Group company) and debuted across major music platforms on June 9, 2023.
However, the journey of ‘Four Thirty Four’ is a tale in itself. Founded in late 2019, members Mike Vernon, Craig Coyner, Scott Jordan, and Greg Baker set out to create a unique sound. They represented Central Virginia’s essence (their band’s name symbolizing their geographical locale) and endeavored to make music that resonated with authenticity. Their Gold EP, recorded in July 2021, garnered attention on streaming platforms, with international radio programs in the UK and Australia lending their support.
2022 was particularly eventful. Managed by Jason Schrick of EMG (Extreme Management Group), the band explored territories from Atlanta to Pittsburgh. Their collaboration with multi-platinum record producer Malcolm Springer gave birth to two songs, including the sensational ‘High Roller’.
A deeper dive introduces us to two of the ensemble’s key members: Michael Lee Vernon, the lead singer, and Scott Jordan, the guitarist. Vernon, an Iowa-born Marine Corps veteran, transformed his love for various music genres, from 80s pop to punk, into an electrifying stage presence. His journey, underpinned by diverse musical influences from Eagles to Cypress Hill, has led to captivating performances. His recent recording experience with Springer in Nashville validated his and the band’s prowess in the industry.
Similarly, Scott Jordan’s diverse musical roots encompass Outlaw, Classic country, Hard Rock, and Punk. This broad spectrum has flavored his guitar-playing style, evident in his current role in ‘Four Thirty Four’. A seasoned artist, his association with Jason Schrick and later Malcolm Springer, magnified his love for the art, transforming his DIY approach into a professionally managed career.
For ‘Four Thirty Four’, this is just the beginning. As they continue to defy trends, their music promises authenticity, passion, and an unabating spirit. Stay tuned for the quartet’s melodic journey as they etch their mark on the world stage.
