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The notion of chasing creative ambitions across the country, from small towns to music industry meccas, is far from novel for Parkland, Florida native Ashley Cooke. Due to her father’s corporate job, Cooke’s family moved around frequently, living in 19 homes before Cooke was 18. At one point, her family relocated to Los Angeles when Cooke was a child, to support her older sister Jenn’s ambitions as an actress.
“She loved acting and pageantry and all of that. I was kind of dragged along, the little sister,” Cooke says with a laugh. “I grew up as a tomboy who loved playing sports and was nowhere near interested in being in the spotlight. But being in that environment, I fell in love with the poetry behind songwriting and performing. “ At one point, the sisters performed together, but Cooke’s passion for music soon led her to make her own leap of faith as a solo artist.
She moved to Nashville and enrolled at Nashville’s Belmont University as a corporate communications major. Her first breakthrough came when she won Belmont’s country music showcase in 2019 (the same showcase series that had become a career launcher for Brad Paisley, Kassi Ashton and Florida Georgia Line). In addition to offering a pair of original songs, she covered the Maren Morris/Zedd/Grey collaboration “The Middle.” (Also competing in that same showcase was Monument Records sister duo Tigirlily Gold).
As with many of today’s newcomers, Cooke first caught the industry’s attention with a viral TikTok moment, via her song “Never ‘Til Now” — which she parlayed into a collaboration with country hitmaker Brett Young. Now, Cooke is gearing up to release her debut album, Shot in the Dark, out Friday on Big Loud Records/Back Blocks.
On the sprawling, 24-song double album, Cooke deftly mixes stories of love, heartbreak and lessons learned along the way, and showcases a range of sonic styles — all underpinned by her powerful but accessible vocals. Highlighting the camaraderie among today’s crop of rising and veteran artists, the album features collabs with Brett Young (“Never ‘Til Now”), Colbie Caillat (‘Mean Girl”), Nate Smith (“See You Around”) and Jackson Dean (“What Are You on Fire About”).
Billboard spoke with Cooke, July’s Country Rookie of the Month, about writing for her debut album, her collaborations, the role of social media in artist development, and the advice she received from Kenny Chesney.
There are 24 songs on your debut album. Why did you choose “Taste Like” to open this project?
It sets a fun tone for the project. I love the initial kind of ghostly whisper that you hear at the beginning of the song. That was a product of the demo. We did a writing retreat with three of my favorite songwriters — Corey Crowder, Jordan Minton and Emily Weisband. We were writing the song and Emily just kind of kept singing that part over and over, and Corey captured her singing that part. I was so obsessed with the way that sounded on the demo, and I thought that would be such a great way to open the album. So we recreated it with my voice on the project.
“The State I’m In” closes the album. Why did that make sense as the final track?
I thought of the album in the same way I would a live show. This song felt like, “Welcome to this era of my music.” With this song, I was driving through somewhere in Ohio or Indiana, touring in the van. It was 1:00 a.m. and I was scrolling Instagram, seeing a bunch of my friends posting about getting married and having babies and just being in that state of life. I just felt how cool it was that we can be in different phases and states and support each other.
So I had the idea because we were in different states, physically and metaphorically. And so that sounds like the perfect album cap, because it felt like the place I’m at. I can be a very indecisive person, but it was like, “No, I know where I’m at — and it’s okay to be totally in love with my career and doing this full-time right now.”
You are a co-writer on nearly every song on the album. One of the few outside cuts is “What Are You On Fire About,” which features Lainey Wilson as a writer on it, alongside Luke Dick and Jason Nix (who is a writer on Wilson’s “Things a Man Oughta Know”).
They played it for me as an outside pitch. It sounded different than what I would write, but it still felt like my voice. I cut it, and Jackson Dean is a good friend of mine. I love his voice and artistry. He asked about the songs that might be on my album, and I told him “What Are You On Fire For?” which his producer [Luke Dick] wrote. He was like, ‘I would love to be a feature on that,’ so we recorded it.
You do have some great collaborations here. What was it like working with Colbie Caillat on “Mean Girl”?
She was such a huge inspiration to me growing up. I used to cover “Bubbly” all the time, and people would say that my voice kind of favors hers, and that was always such a huge compliment. I was really hoping to work with her down the road, and that point came quicker than I realized. It was great, and her voice sounds incredible on the track. It’s such a full-circle moment.
Like a lot of artists these days, your big break came through TikTok. How do you balance those commercial demands with creative demands?
I try to post one video per day. If I make more, great, and if I don’t that’s fine. I used to be a lot more obsessed with getting the perfect video and taking hours to make one video. I realized the ones that did best are the ones I tried the least for. Just make a video, spend 20 or 30 minutes on it, post it and see what happens. It’s tough to be a new artist and be so focused on that, but it is a tool to get your name and music out there.
How did that impact the album-making process?
We went into this album process — my label and I talked about it and decided to just post all of the songs, and see what happens and let fans decide what might go to radio and on playlists. Like another song on the album, “Your Place.” I posted it on social media, and the day it came out, I played a festival in Ohio. I was absolutely mind blown because everyone knew every word to it. It’s really exciting the era that we are in with social media, because of that instant connection you can have with fans.
You are currently on tour with Luke Bryan. What are some of your must-haves on tour?
I love essential oils, throat coat tea, my airpods and some kind of hoodie. I have to have a hoodie on the road, even if it’s 95 degrees out.
Earlier this year, you performed with Kenny Chesney during the Tortuga Music Festival, where you both sang “When the Sun Goes Down“…
It was exciting, it was so crazy. I played my own set earlier in the day, and he saw my performance and invited me to sing with him. He’s just such a kind, humble human being.
Has he given you any career advice?
He said that his first tour was when he was 25, which was the age I was when we played the Tortuga Music Festival. He was like, “Keep your head down, grinding hard, keep working, and enjoy it along the way.” He’s such a hard worker and it shows in all of his success, and I respect how he chooses to mentor other artists. He is just one of those guys who wants to help and wants to mentor.
What drives you, musically?
I grew up listening to artists like Luke Bryan, Rascal Flatts and Ed Sheeran, and I felt so much comfort in the way they wrote about such universal feelings in a specific, unique way. That’s what’s exciting — the chance to take everything that I’ve experienced, and that a lot of other humans have experienced, but spinning it in a way, and making it sound different in a way that hits you right in the chest. That’s what inspires me the most.
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