According to a 2020-report by MusicWatch, country music is the third most popular musical genre in the U.S. Amid the pandemic, country music was the “genre of music that is not hurting right now” – Bloomberg wrote last year. Country signers know how to build audience loyalty despite the growing musical trend toward hip-hop and pop domination.

Let us go back to the roots!

In 1927, Victoria Records, one of the first players in the recording industry, went looking for “hillbilly” musicians in Bristol, Tennessee. Two local acts – The Carter Family from Virginia and Jimmie Rodgers from North Carolina – signed the recording contracts. The Carter Family played old-time mountain music and Jimmie Rodgers sang ballads using a vocal technique called “yodelling”. In 1928, Rodgers’s recording “Blue Yodel” was a huge musical and commercial coup, with a million copies sold. The two acts paved the way to other country artists. Contrary to what a lot of American people still believe until today, Nashville was not the birthplace of country music. According to a resolution passed by the U.S. Congress in 1998, Bristol, Tennessee was.

At the beginning, hillbilly performers used fiddle, guitar, banjo, and sometimes Appalachian dulcimer, harmonica, and mandolin. Later in the 30s and 40s, traditional country music became influenced by other genres: blues and gospel. Until today, many music professionals claim that country music has African-American roots as well. A point to note is, country music had always been labelled “hillbilly” music until 1949 when it was officially given its current name.

In a context of war and crisis, country music conveyed messages about poverty, orphaned children, and loneliness. Today, the lyrics are among the reasons why American people are attached to country music.

Country music is still on track in the 2020s. Here is why.

Unlike pop singers who are sometimes unable to sing fully live, most country singers are very talented performers and vocalists. They work with knowledgeable musicians who perfectly master the instruments that they play. Lyrics tell meaningful stories and display various emotions. It is very common to relate to what a well-written country song is carrying as a message. Country singers do not merely sing in an explosive show, they “share” a story, sometimes in a very intimate way. Songwriters tell a story in a very simple way and do not ask the audience to decode what hidden message is behind a song.

In the early 2020s, country music has seen an impressive revival. Many music executives explain that country music is comforting during these weird days. Others explain that country music goes hand in hand with drinking – since alcohol sales have soared as well during the Covid pandemic. Another explanation would be country fans are starting to stream more country songs rather than buy physical disks.

Today that life in the U.S. is gradually getting back to a certain normalcy, the Grand Ole Opry in Nashville, the heart of country music – which started broadcasting since 1925 – has reopened its door to the public. The weekly concert has officially resumed. Masks off, no more social distancing.

Sources: MusicWatch – Bloomberg – Britannica – Chicago Tribune