How country music became cool

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Country music is in the midst of a grand renaissance. The genre - whose popularity was previously confined to the American South - is now climbing the charts, grabbing the attention of Gen Z audiences, and changing the perception of what it means to be a country listener. Streaming of the genre in the US rose by nearly 110% in the five years to 2024. And it’s taking over markets all around the world. In the UK, the genre more than doubled its share of the singles market in two years. And Australia is now the third largest country music market globally. From ‘music city’ - Nashville, Tennessee - we speak to artists and industry leaders to better understand where the country music boom came from, and where it’s headed this year. How did country become so cool? To get in touch with the team, our email address is businessdaily@bbc.co.uk Presented and produced by Ellie House (Picture: Neon lights spelling 'Music City Tonight' at Robert's Honky Tonk, Nashville. Credit: BBC)