Country music has long been one of America’s iconic genres, known for its Stetsons, trucks, and somber lyrics about love and loss. Now it is making waves in Britain too, as digital streaming numbers rise steadily while new events and festivals emerge to showcase this form.
Beyonce made history when she and Cowboy Carter achieved the UK’s inaugural Country number one, yet that success is only the tip of an iceberg.
It’s a more welcoming scene
Country music in the UK has seen tremendous growth over recent years. Thanks to a host of cross-over artists breaking out into mainstream popularity and availability, country music is more accessible than ever before. Their success has created a new generation of fans in Britain who embrace this genre – this trend should continue as country becomes mainstream and accessible.
While some still feel country music is unwelcome in the UK, its presence has certainly expanded and become more welcoming over time. Now large enough to attract major touring acts and feature its own radio station; British artists have even begun dabbling in country elements in their songs, especially folk singers who incorporate country elements.
Country artists have also become more willing to experiment and take risks with their style, leading to the emergence of subgenres like country trap (a mix between country music and hip hop) which has quickly gained acceptance by UK audiences and continues to spread globally.
Another reason for country music‘s growing popularity in the UK may be that its audience is more diverse than in its native US. Women, minorities and the young have all become a more visible presence within this genre’s fan base; this helps connect to more people while appealing to younger audiences which ensures its long-term viability.
Country music may have its critics, yet its appeal to UK audiences remains strong. Taylor Swift and Shania Twain have made notable splashes there.
But the real success story has been country music singer-songwriters from the US who have found great renown abroad, such as Maren Morris and Luke Combs, both who have released top ten albums here in Britain. These authentic voices have found audiences eager to embrace them, especially among newer country artists like Luke Combs (top 10 album sales in UK).
It’s easier to access
Country music’s boom in the UK was propelled by an increase in crossover artists, such as Taylor Swift, Shania Twain and Keith Urban. Additionally, digital platforms like social media and streaming services make reaching an international audience much simpler for country musicians.
At one time, British audiences found it hard to appreciate country music; its stereotypes often included line dancing and mournful tunes. Today however, modern country has left these stereotypical associations behind and is flourishing across the UK; in part thanks to being heavily influenced by other genres; Lil Nas X sampled Billy Ray Cyrus’ country vocals in his gold and platinum hit ‘Old Town Road’ while Pharrell Williams’ second menswear collection for Louis Vuitton featured more cowboy imagery than bar on Nashville Broadway!
Country music fans across the UK are being exposed to its sounds through various events and festivals dedicated to country music, which are drawing in an ever-expanding fan base. Furthermore, streaming platforms are making it easier than ever for new artists to find an audience; country streaming numbers in the UK have seen exponential growth over any other genre.
Country music’s success can also be seen through its increasing visibility on mainstream playlists. Artists such as Maren Morris, Luke Combs and Noah Kahan have all become immensely popular across UK streams thanks to streaming services or major label albums they release; some even made waves at festivals like Glastonbury.
Morton attributes this decline in sales to changing attitudes toward country music in the UK. She notes that British audiences appreciate its quality songwriting and emotive emotions, such as those often found in country lyrics about love and loss.
UK music industry professionals have taken note of country music’s explosive popularity, creating new radio stations and events while streaming figures have continued to climb. Year-on-year searches for country content on Google were up seven percent while video views increased 67 percent on TikTok.
It’s a more diverse genre
Country music transcends its cliche image of cowboy songs, wide open spaces, and drinking beer out of a pickup truck. Now in the UK there are various forms of country music to enjoy; British artists are even making strides with genres like bluegrass and Americana to broaden its appeal and broaden its fan base.
Country music has also evolved over time due to its influence on other forms of music like rock and pop. Close-harmony duos such as The Everly Brothers are a prime example of how country can cross over into other genres without losing its authenticity.
Country music’s broad appeal has helped bridge gaps between US and UK audiences. American country star Kacey Musgraves’ song ‘Follow Your Arrow’ made an important social statement about women being the cornerstones of their own happiness; this message resonated with UK listeners who could connect to it.
Country music may never have been a major genre in the UK, but it is currently experiencing an astounding revival. Thanks to hits like I Had Some Help by Morgan Wallen and TEXAS HOLD ‘EM by Dasha on the charts, country-tinged music has seen more artists embrace its sounds than ever before.
Beth Morton of UTA London has seen how this shift in the market has benefitted artists first-hand. Because we do not have as developed of a domestic country scene here, our audiences look towards Nashville and other US hubs to discover new talent, so they tend to perceive artists from those places as authentic.”
Recent years have witnessed several US-based country stars finding greater comfort performing in the UK than they would in Nashville. Native Harrow made its first tour to Britain this year and experienced an overwhelming fan response; their music reflects this with songs about drinking bars, cowboys, and rural living.
It’s a more popular genre
Country music’s revival in the UK can be attributed to several factors, including its availability on streaming platforms and an emergence of local artists who blend traditional American country sounds with a distinct British influence that resonates well with audiences here. Such artists have drawn younger fans in by adapting traditional American country sounds for use here with local flavour and creating vibrant communities around their genre. Country’s appeal can also be found live: intimate gigs in pub backrooms to grandiose performances at major venues; country is enjoying unprecedented success live.
Country music used to be seen as an obscure pursuit in Britain, though large enough for events like Country to Country Festival in London and arena shows in Glasgow and Belfast; but not big enough to turn crossover artists such as Kane Brown, Thomas Rhett or Old Dominion into household names. But now this genre has made waves among young listeners by becoming mainstream.
Country music’s comeback can be traced to streaming numbers; country has seen a 50 per cent surge in digital streams over the last two years – making it Britain’s fastest-growing genre. DJ Baylen Leonard attributes this increase to the authentic nature of country music: artists such as Taylor Swift and Kacey Musgraves are bringing its genre’s themes of “love and loss, trucks and tequila, beer and break-ups” directly to Britain.
TikTok has also played an instrumental role in country music’s rising popularity, featuring videos featuring Nashville jolly-ups and corn-certs that make country more accessible to new listeners – this phenomenon being highlighted by Luke Combs and his catchy single, One Number Away.
Rising popularity of country music in the UK is drawing in some of the biggest pop and R&B stars to embrace its influence – Ed Sheeran has collaborated with Luke Combs while Lana Del Rey’s forthcoming album Renaissance will contain elements of country music – an encouraging sign that country is being more widely accepted within society.