called Morgan "a classic country singer" but said that, beyond the title track and "Tough", "the traditional sound is mostly wasted." Billboard reviewer Deborah Evans Price gave "Tough" a positive review, praising Morgan's "strong, warm voice" and calling the song "yet another gem" from the album. A greatest hits package followed in February 2008, shortly before his departure from Broken Bow. 2008–2010: That's Why On September 18, 2008, Morgan was invited by John Conlee to become a member of the Grand Ole Opry. Conlee formally inducted him as a member during the October 25, 2008, edition of the Opry. Although it had been first announced that Morgan would sign to Big Machine Records' sister label Valory Music Group, he instead signed to BNA Records, a division of Sony BMG Nashville. His first album for the label, That's Why, was released in October 2008. Its first single, "Love Remembers", became his sixth top ten hit by early 2009, but follow-up "God Must Really Love Me" peaked at number 26. BNA re-issued the album in May 2009, replacing two of its tracks with the newly recorded "Bonfire" and "This Ain't Nothin'". The former was released that month as the album's third single, also reaching top ten. In October 2009, the music video for "God Must Really Love Me" won Video of the Year from the Inspirational Country Music Awards. In early 2010, "This Ain't Nothin'" was released as the album's fourth single. It became a top 20 country hit by year's end. Stephen Thomas Erlewine criticized the album for having "uninspired" material, but praised Morgan's "cured country croon". In a more favorable review, Country Standard Time wrote that the songs were "simple but profoundly observant" and compared Morgan's singing voice to Randy Travis. Morgan's last single for BNA, "Still a Little Chicken Left on That Bone", was released in October 2010. The song peaked at number 37 on the country music charts in January 2011. A month later, he left the label. 2011–2015: This Ole Boy, The Journey (Livin' Hits) On April 1, 2011, Morgan signed with Black River Entertainment. Two months later, he sang guest vocals on Colt Ford's single "She Likes to Ride in Trucks". Morgan's first release for Black River was "This Ole Boy", a song co-written by The Peach Pickers (Rhett Akins, Dallas Davidson, and Ben Hayslip) that also appears on Joe Nichols' 2011 album It's All Good.