The Renaissance of Country Music: How Gen Z is Flocking to Country-Inspired Events
How country music is becoming cool again: Gen Z's are ditching boozy nights out for country-inspired events with line-dancing...
At Glastonbury, a youthful audience, many not even born when Shania Twain's "Man! I Feel Like a Woman" topped the charts in 1999, gathered at the Pyramid Stage, wearing cowboy hats and singing along fervently to the Canadian star's hits. This scene encapsulates a broader cultural shift: today's youth are moving away from boozy, bass-thumping nightclub nights in favour of country-themed events that offer line dancing, bucking broncos, and even Beyoncé hits.
The neon lights of Glasgow's Grand Ole Opry now draw a younger crowd for ranch-themed birthday parties and weekend gatherings, leading to a significant membership boost. Secretary Deborah MacIndoe highlights the transformation, noting a marked increase in students and teens attending these events. "They feel safe here," she explains. "It's a welcoming environment, and they don't have to worry about issues like drink spiking. It's a different kind of atmosphere where they can enjoy conversations, learn line dances, and immerse themselves in the music and culture."
This trend extends beyond Glasgow. TikTok is filled with "cowboycore" videos showcasing fringed jackets, denim jeans, and cowboy boots, embodying the rustic charm of the country lifestyle. Influencers play a crucial role in this movement, often attending events and posting videos that resonate with their followers, amplifying the trend.
Maxwell Thompson's vision for Buck n Bull Saloon, a pop-up country music bar, came to life after he noticed a gap in the UK market during a visit to Canada. Launched in 2017 at the Vauxhall Arches in London, the venture quickly gained popularity. Despite Maxwell's tragic passing in 2021 due to a brain tumor, his brother Adrian and sister-in-law Sarah have carried on his legacy, expanding the business and aiming to establish a permanent venue in the UK. "We love what we do," Adrian says. "Our goal is to create a fun, safe environment where people can enjoy country music and have a great night out."
Gen Z expert Alex Atherton notes that young people are seeking new forms of entertainment. "They're looking for fun, clean activities," he says. "Country music events offer singalongs, opportunities to dress up, and a sense of community." This sentiment is echoed by MMA champion Benedict Ang and former club-goer Gabrielle Yap, who have both found a new passion in country music. "It's more authentic," says Benedict. "The lyrics tell real stories, and the concerts create a sense of community that you don't get in clubs."
The influence of country music is also evident in popular culture. Khloe Kardashian's Dolly Parton-themed 40th birthday party, complete with a mechanical bull and denim and diamond dress code, reflects the growing appeal of country themes. Beyoncé, known for her innovative music, became the first black artist to take a country album, "Cowboy Carter," to the top of the UK charts. Post Malone's collaboration with Morgan Wallen on "I Had Some Help," which topped the Billboard Hot 100 for five weeks, further highlights country music's crossover success.
Spotify data supports this trend, showing a 175% increase in country music streaming over the past five years and a 39% rise in the last year alone. Artists like Noah Kahan, Zach Bryan, Morgan Wallen, and Luke Combs are among the most streamed, reflecting the genre's growing popularity among younger listeners. DesignMyNight has reported a 246% surge in searches for cowboy-inspired events, with 50,000 people annually seeking their next rodeo fix.
Katie Kirwan of DesignMyNight explains, "Country culture is vibrant and down-to-earth, offering a good time that appeals to a UK audience. We're seeing clubs in Manchester, Birmingham, and Leeds adapt to this trend, hosting themed suppers and brunches." These adaptations are driven by consumer interest and the desire for unique, engaging experiences.
Adrian Thompson emphasizes the role of TikTok in promoting Buck n Bull Saloon, noting that influencer attendance has boosted the bar's profile and drawn in a younger crowd. "Events are selling out months in advance," he says. "People are looking for a place to enjoy country music and connect with others who share their interests."
Sarah Thompson believes that country music's perceived "dorkiness" is a thing of the past. "People want to dress up in cowboy hats and boots," she says. "Our events attract a diverse audience, from teenagers to those in their sixties, all looking for a fun, safe night out."
Gen Z's embrace of country music is part of a broader shift towards authenticity and community. As Alex Atherton observes, "Gen Z is resourceful, finding and embracing trends quickly. Country music offers them a way to enjoy themselves without the pressures and dangers of traditional nightlife."
The future of country music in the UK looks bright, with young people leading the charge. Whether it's through pop-up bars like Buck n Bull Saloon or major events at venues like the Grand Ole Opry, the genre is experiencing a renaissance, driven by a new generation eager to explore its rich culture and community spirit.