It’s convenient to label the recent popularity of country music as a “resurgence”. Indeed, the seemingly overnight popularity of artists like Zack Bryan and the country music albums of Beyoncé and Post Malone certainly suggest a surge of interest in the genre. But the reality of the country music scene is far more complex than a cowboy comeback.
A Brief Timeline of Country Music
Country music can be traced back to the United States in the 1920s when artists blended elements of folk, blues, and rural dance music to create a distinct sound. Artists like Jimmie Rodgers and The Carter Family initially popularised the country sound and, by the second half of the twentieth century, country had well and truly found its voice, with legendary artists like Johnny Cash, Patsy Cline, and Willie Nelson, achieving international fame and accreditation. But it wasn’t all smooth sailing. The beginnings of the twenty-first century have seen country music, specifically the Bro-Country genre, become a much-satirised music form, with critics pinpointing a lack of depth and substance to the lyrics of Luke Bryan and Florida Georgia Line, who primarily narrativised beer-drinking, girl-chasing, and line dancing, to music. Turn now to the last five years, which have been labelled by the music industry as a period of country music “resurgence”. Marked by bestselling albums and soaring streaming figures, it seems as though country is back. But, did it ever go away?
Country Music Now
Cowboy Carter
Cowboy Carter, released by Beyoncé in March 2024, reached number one on the Billboard 200 and was the first album by a Black woman to top the Top Country Albums Chart. Cowboy Carter’s success can be attributed to its integration of the old and the new. A lengthy list of country music legends are credited in collaboration, including Dolly Parton, and included is a series of covers designed to celebrate often overlooked Black musicians and cultures. Cowboy Carter appeals to longstanding country music fans, as well as gleaning the support of her pre-established pop music following. The album’s ability to bridge between generations of music and cultural history expands its fan base far beyond that of a specific music genre. Despite the album’s economic success, Beyoncé failed to receive a nomination at the Country Music Association Awards, posing the wider question of self-definition and inclusion within the country music industry.
F-1 Trillion
Similarly, Post Malone’s latest album F-1 Trillion sees the artist collaborate with several country music stars to produce a set list in a country-adjacent style. F-1 Trillion has already reached the top spot on the Billboard 200. Like Beyoncé, Post Malone’s entry into the country music genre, with his millions of fans in tow, partially explains a growing country music fan base.
Why Country? Why Now?
Why did these mainstream artists enter onto the country music scene? The reasoning behind these musical ventures is fundamentally intertwined with social and cultural trends and a quest for truthful narratives as told through music.
Zach Bryan
Zach Bryan, a now hugely successful name on the scene with an incredibly successful album last year, initially found fame by posting his original songs on YouTube. His songs are uncomplicated, giving merit to the idiom that there is beauty in simplicity. His social media presence and promotional content are limited and his lyrics are heartfelt and sentimental, distinguishing himself from the brash Country-Bros of the noughties and more pop-focussed offerings of today. Bryan’s selling point is thus his ability to offer an honest and raw style of music, evocative of the twentieth-century country greats.
To describe the current popularity of country music as a “resurgence” negates the complex histories and continuities of country music and its fans. Cities like Nashville are a permanent hub for aspiring and established country music artists alike and have been so consistently since the 1930s. It is true that, on the global stage, country music has seen a recent surge in popularity.
This resurgence can be attributed to a rise in cultural interest surrounding country music and its unique storytelling ability. But, perhaps more than this, it can be linked to an underlying and continued vested interest in the genre itself. There’s a reason that Nashville welcomed almost seventeen million visitors last year alone, myself being one of them. So yes, I suppose country music is back. But, did it ever really go away?
“Museum of country music – Nashville (3934616865)” by Céline from Paris, France is licensed under CC BY-SA 2.0.