LoCash Cowboys

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It was April of 2008, and the LoCash Cowboys were doing what they do best—rocking a packed house. They were at Nashville's Wildhorse Saloon, where the two of them—Preston Brust and Chris Lucas—had met a few years earlier. The amped-up crowd was living, screaming proof that they had put the time since then to good use. They had been criss-crossing the country, honing their craft on stages large and small, developing one of the most dynamic live shows in any genre of music. Along the way, they had sold more than 60,000 copies of their homemade CD, earned national endorsements, shared bills with artists including Charlie Daniels and ZZ Top, performed at half-time of NBA and U.S. Olympic team basketball games, and earned television appearances ranging from Tanya Tucker's reality show Tuckerville to Pageant School: Becoming Miss America, writing the theme songs for both.

They also had attracted their share of support from those in the industry who recognized just how much of the total package they had—great vocals, world-class dance moves, a unique look and charisma to burn, as well as a wealth of experience and a work ethic that impressed everyone who dealt with them.

On that warm spring night, the final piece of the puzzle would fall into place. Jeffrey Steele, one of Nashville's biggest names in song writing and producing (Montgomery Gentry, Keith Anderson) was working his way through the crowd.

"Everybody's screaming and he can barely get to the stage," says Brust. "He was almost crowd-surfing his way to the front. He grabbed hold of me in the middle of a song and yelled, 'I get it! I want to work with you!' It was a monumental moment."

Steele, like so many others before and since, had caught the LoCash vision, and he signed on as song writing partner and producer. After building and gathering strength for years, earning a growing legion of fans inside and outside the industry, the LoCash Cowboys saw their momentum become a perfect storm.

"We had a few great songs already," adds Brust. "But writing 40 songs with Jeffrey amounted to honing the vision, defining who and what we are. We knew the whole time that this wasn't just going to be 11 or 12 songs on a record. We knew it would be the debut of what the world will know as LoCash." That debut, called This Is How We Do It, is a fitting introduction to a compellingly charismatic duo, a well-rounded CD that captures all the excitement of their stage performance while displaying a softer, more philosophical side as well. The project's first single, You Got Me, is the best of both worlds. Penned by Brust and Lucas it is, quite simply, a love song that rocks.

The Cowboys' signing by Stroudavarious Records brought together two of the most important elements of the LoCash story—their ability to capture fans with their live performances, and their heart for humanitarian work, especially with young people.

It came about at another gig, this one in October 2008 following the Wicksburg, Alabama High School football team's homecoming game. Brust and Luas, as they normally do, wanted to hang out with the kids throughout the day—they are tireless in their efforts to talk about alternatives to drugs, which neither of them have ever used. They attended classes and played touch football with students and were invited to run out onto the field with the team before the game. Word got around and the stadium was filled that night for the game and the concert afterward. Through some of the more influential entrepreneurs present at the game, word about the duo also got back to James Stroud, CEO of Stroudavarious Records. Within a few weeks, LoCash Cowboys were signed to Stroudavarious.

Their subsequent breakthrough is fitting testament to the talent, persistence and hard work that has been evident in Brust and Lucas since their earliest years. And, for their growing legion of fans, it is also the hard-won triumph of that combination of talent and energy that is LoCash.

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