Why is country such a popular genre in the music industry right now?
Unlock Editor's Digest for free
FT editor Roula Khalaf has chosen her favorite stories in this weekly newsletter.
Despite its grip on pop culture, the best-selling album in the United States last year wasn't by Taylor Swift or Beyoncé, or even the Barbie Doll soundtrack. Instead, 2023's headliner was Morgan Wallen's One Sing at a Time, which sold the equivalent of 5.4 million albums, making it the biggest album in eight years.
It was the Tennessee country singer's second major hit record in three years. His songs, which revolve around whiskey, women, and pickup trucks, have gone completely mainstream, soundtracking teenagers' TikToks and shopping mall lines.
Warren's meteoric rise reflects a broader renaissance in country music. Music industry executives say the genre is on a roll, reaching levels of mainstream popularity and economic power not seen in decades. It's a phenomenon that reveals how technological changes like streaming can help shape culture.
Here are some of the numbers. Last year, four country songs soared to No. 1 on the Billboard charts, the highest number for the genre since 1975. Wallen's hit song “Last Night” was streamed over 1 billion times and remained at No. 1 for 16 weeks. . It was also the first time since 1981 that a male solo country artist reached No. 1 on a mainstream pop chart. Overall country music consumption soared nearly 22% last year, according to Luminate.
“[Country artists] is a fucking rock star,” summed up the CEO of one of the world's biggest record labels. “They're the new rappers.”
Beyoncé is working on a country album. So did Lana Del Rey, who said at the Grammys event in January: . .That's why Jack [Antonoff] For the past four years, it has followed me to Muscle Shoals in Nashville, Mississippi. “It seems like everyone suddenly wants a horse and wants to wear a cowboy hat,'' Laney Wilson said last year.
The music industry has certainly noticed. Over the past year, global music companies have sent executives to Nashville, a country music capital since the 1920s, and poured money into promising talent. “None of the labels that deal exclusively with pop, rock, or urban music… [music]they all [country] space,” said Chris Lacy, co-president of Warner Music’s Nashville division.
There is a simple explanation for the country's meteoric rise. Music industry executives say country music listeners are typically slow to adopt new technology, about three to five years behind the curve. As these fans are starting to catch up with streaming, country as a genre is finally starting to get the recognition it deserves. This follows his early streaming phase from 2016 to around 2020, when younger listeners adopted his Spotify, voraciously streaming rappers like Drake and Lil Uzi Vert and listening to hip-hop songs. It was pushing it to the top of the charts.
Wallen boasted the best-selling albums in the United States in both 2021 and 2023, marking his first domination on the music charts since Drake's blockbuster hits from 2016 to 2018. And like Drake, Wallen's success is almost entirely due to streaming, an unusual feat. Traditional radio and physical album sales have long dominated country music.
Other young country stars, such as Zach Bryan, have also emulated hip-hop's strategy of avoiding traditional radio promotion and releasing music frequently.
Nashville executives say there's also a political underpinning to their work's current popularity, adding that while previously relatively unknown, “Rich Men North of Richmond” hit No. 1. -He cites phenomena such as hit musician Oliver Anthony. Right-wing figures on social media.
Nashville itself is undergoing a mixed growth spurt. The city's downtown, a destination for people from New York and Los Angeles to move during the pandemic, is filled with construction sites as people look to expand. Music City has long been a liberal oasis in conservative Tennessee, but in recent years, influential right-wing figures such as Tomi Lahren and Candace Owens have moved to Nashville. Ben Shapiro moved the Daily Wire's headquarters there.
Warner's Lacey said the flurry of interest was “exciting” but also “concerning.” “When something gets too big, it risks becoming watered down. . . . Everyone wants the piece, but then it becomes something that no one wants,” she said. . “So I think we all recognize that it's a cycle.”
anna.nicolaou@ft.com










