Did you know that there is a new subgenre of country music called “Nordicana” – Nordic Americana music?
And we thought genres were dead.
I’ve been in the industry long enough to see trends come and go, but the rise of country music popularity in recent years is something really interesting.
Country music has always had its loyal fan base, but the question now is why is its popularity at an all-time high? With digital platforms, social media, and cross-genre collaborations fueling its growth, country music is reaching new heights and attracting a diverse audience. This surge in popularity is not just a trend; it’s a movement that reflects the evolving landscape of the music industry.
Whether you’re a die-hard country fan or a curious observer, this dive into country music’s rising popularity will offer valuable insights and spark engaging discussions.
Current Trends in Country Music Popularity
Streaming and Digital Platforms
Today, country music is enjoying a remarkable resurgence, thanks in large part to the power of streaming and digital platforms. According to industry data from Luminate, country music was one of 2023’s fastest-growing streaming genres in the U.S., with on-demand audio streams exceeding 20 billion – a 23.7 percent increase over the prior year. Platforms like Spotify and Apple Music have made it easier than ever for listeners to discover and enjoy country music, significantly broadening its reach.
The genre’s closer alignment with pop music has also played a crucial role in increasing its appeal and reach.
Streaming platforms have allowed for more diverse voices within the genre to be heard, contributing to its growing popularity. Artists can release their music directly to listeners, bypassing traditional gatekeepers and reaching a global audience.
This accessibility is crucial in understanding why country music’s popularity is surging. Beyoncé’s country album “Cowboy Carter,” released in March this year, is both a result of this trend and further fueling growth, showcasing the genre’s versatility and widespread appeal.
Social Media Influence
Social media has played a crucial role in promoting country artists and songs, helping them go viral and reach new audiences. Platforms like TikTok, Instagram, and YouTube have become key battlegrounds for country music’s resurgence. Viral trends and challenges on TikTok, for example, have brought country songs to the forefront, making them popular among younger listeners.
The Question is Not If – But Why?
The rise of a more diverse set of musicians, including female artists like Lainey Wilson and artists like Shaboozey, has added to the genre’s richness and appeal. Additionally, the development of sub genres like Nordicana, with artists sounding as if they hail from Wyoming despite being based in Scandinavia, is fascinating and expands the genre’s global footprint.
The question is not IF but WHY country music is experiencing such an increase in popularity. These factors collectively explain why country music is not just popular but is evolving into a dynamic and inclusive genre that resonates with a broader audience. This popularity growth is not just a trend; it’s a movement that reflects the evolving landscape of the music industry.
Is it Just Pop with a Twang?
A common debate among listeners is whether this new wave of country music is just pop with a twang. Critics argue that modern country songs blend so seamlessly with pop that they lose their distinct country roots. On the other hand, many believe that country music is simply evolving, incorporating contemporary sounds to stay relevant while retaining its storytelling essence.
Factors Driving Country Music Popularity
Cross-Genre Collaborations
The rise of cross-genre collaborations has played a significant role in boosting country music popularity. Successful partnerships between country artists and musicians from other genres have expanded the genre’s reach. For instance, Lil Nas X’s “Old Town Road” featuring Billy Ray Cyrus blended country and rap, becoming a viral sensation on TikTok. Similarly, Justin Bieber and Dan + Shay’s collaboration on “10,000 Hours” achieved success on both country and pop charts, drawing in a broader audience. And let’s not forget Beyoncé’s collaboration with The Chicks on “Daddy lessons” in 2016, which was submitted to but then rejected by the Grammy Country Committee.
Modernization of Country Music
Modern country music has evolved significantly, blending traditional elements with contemporary sounds.
Today’s top hits, such as Morgan Wallen’s “Man Made a Bar” featuring Eric Church and Beyoncé’s “Texas Hold ’Em,” showcase this trend. These songs mix traditional country storytelling with elements of pop, rock, and hip-hop, making the genre more accessible and appealing to diverse listeners.
Artists like Kacey Musgraves and Maren Morris continue to lead this transformation, with Musgraves’ “Golden Hour” combining country with disco and electronic influences, and Morris integrating pop and R&B into her country roots.
Diverse Artist Representation
Diversity among country music artists has significantly contributed to the genre’s popularity. Historically dominated by white artists, country music now features more diverse voices, attracting new groups of fans. Artists like Mickey Guyton, the first Black woman to perform solo at the ACM Awards, and Kane Brown, a biracial country star, are breaking barriers and bringing fresh perspectives to the genre.
So, What Does This All Mean for the Future of Country Music?
Traditionally, country has been a genre dominated by the U.S., but its increased global reach suggests that artists may now have the opportunity to tour internationally, bringing their music to new audiences around the world. This broader appeal could mean that the genre itself matters less than the quality of the music, as fans are drawn to compelling storytelling and great melodies regardless of the label.
The data and trends certainly suggest that country music is experiencing a significant increase in popularity.
After all, does the genre really matter at all if it’s simply good music?
