Earlier this year at the Billboard and NMPA Songwriter Awards, Lana Del Rey remarked on a significant trend in the music industry: country music is on the rise. Her observation was backed by her own journey into the genre with her upcoming album Lasso, set for release in September. While the album isn’t out yet, 2023 has already proven Del Rey’s statement true.
Country music has seen a remarkable resurgence, becoming the fastest-growing genre in 2022, with a 23.8% rise in streaming. Artists such as Morgan Wallen, Luke Combs, and others, including crossover acts like Post Malone and Beyoncé, have contributed to its growing popularity. The shift to streaming during the pandemic played a major role in this growth, particularly among Gen Z and millennial listeners.
This revival reflects a broader cultural moment tied to tradition and conservatism. Historically, country music served as a platform for rural, working-class Americans to voice their struggles. However, after 9/11, the genre leaned into nationalist and conservative themes, celebrating values like patriotism, the nuclear family, and Christianity.
Although modern country music has broadened its themes to include relatable struggles and universal emotions, the genre still retains strong ties to conservative ideology. Songs like Jason Aldean’s “Try That in a Small Town” and Oliver Anthony’s “Rich Men North of Richmond” sparked controversy for their political undertones but achieved massive commercial success.
Despite efforts to diversify, including rising contributions from queer and POC artists, country music remains slow to embrace progressive change. Its association with nostalgia and tradition provides comfort for audiences disenchanted with the present, paralleling broader cultural trends like the popularity of “trad wife” content and retro-inspired media.
Ultimately, while the genre continues to evolve, its adherence to tradition mirrors a societal longing for a romanticized past—one that often resists change in favor of familiarity. As the genre thrives, it highlights a tension between progress and the pull of a nostalgic, idealized America.
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