New Boots, Deep Roots: How a New Generation of Fans Is Taking Country Music Global
From cowboy-core on the runway to Beyoncé on the charts, country music is having a full-blown glow-up — and it’s not just happening in Nashville.
In 2025, country is younger, more diverse, and more global than ever. TikTok trends, festival lineups, and cross-genre collabs are fueling a new wave of fandom, and brands are taking note.
Live Nation’s latest global study surveyed nearly 1,600 country listeners across the US, UK, Germany, the Nordics, Australia, and New Zealand. The findings? Country music isn’t just showing up in playlists — it’s showing up in culture, media, and IRL experiences worldwide. It shows just how far the genre has come—and who’s coming with it.
Country Is Crossing Borders
Country music is gaining global momentum and stepping into the mainstream. Fans are listening more than ever and bringing “country vibes” into their lifestyle — from fashion to food and everyday moments.
of global fans say country is reaching a wider audience than ever before.
say they’re listening more than they did just a few years ago (2 in 3 among Gen Z!).
agree Country music has gone mainstream—and most consider it a recent shift.
Meet the New Country Fan
Country is reaching new audiences by tapping into what fans across generations are craving —storytelling, emotional escape, and a sense of realness. The genre is resonating in new ways, becoming more relevant and accessible to a new generation globally.
of global country fans are Gen Z or millennials.
Gen Z and Millennials are most likely to say, “I love country music – It’s one of my favorite genres”.
of fans globally say country is for everyone.
of global listeners agree “the themes in country music resonate with me”.
What’s Driving Global Fandom?
Three words: crossover, collabs, and connection.
say genre-blending is fueling country’s growth
point to collaborations with mainstream artists
say social media made the genre more visible
Country music resonates globally because it connects with fans in a way that feels personal, from storytelling and community to style and cultural identity. And fans are championing an evolution of country music that honors its roots while embracing new sounds and stories.
Live is Where Country Comes to Life
The country live experience is thriving, with fans attending in record numbers and craving even more.
of global country fans are going to as many or more shows than they did a few years ago (92% among Gen Z!)
want to attend in the future (94% among multicultural audiences)
This momentum is also driving interest in global tours and genre-blending moments. 90% would like to see more country acts tour globally, and 85% would enjoy seeing more collaborations between country artists & musicians from other genres.
Why Fans Show Up
Across the globe, fans are showing up for live country music experiences, drawn by different motivations in each market but connected by the universal power of the genre.
Celebration
Fans in the US turn to country shows as a way to celebrate—whether it’s a special occasion or just a fun night out with friends or a date.
Connection
In Australia and New Zealand, fans are drawn to the sense of belonging—country events help them feel part of a community and something bigger than themselves.
Self Discovery
For UK fans, country concerts are a space for self-expression and identity—where they can explore who they are and share their journey online.
FOMO and Escape
In Germany, fans are motivated by the fear of missing out and the need for a break—seeing country live means being part of the moment and escaping daily pressures.
Life-Changing Moments
Fans in Sweden and Norway seek unforgettable experiences—live country shows offer the chance to meet new people and make once-in-a-lifetime memories.
What This Means for Brands
Fans are excited to see brands show up in country culture and moments, especially when they feel authentic and add to the experience.
of global country fans say there’s something a sponsor could do to enhance their experience at a country live music event.
say a brand that sponsors country music events is relatable.
agree it’s important for a brand sponsor of a country music event to include elements that align with the country vibe
And country music’s “down to earth” themes reflect positively on brands that show up. 3 in 4 global listeners agree a brand that sponsors country music events is for anyone and that by sponsoring country music events, a brand shows me they get people like me.
While country fans welcome legacy categories, they are just as excited for brands outside of the traditional “country mold” to meet the moment – especially in spaces like fashion, beauty, content & social media, and more.
Activation Ideas That Hit the Right Note
Country fans want brands to match the mood—relaxed, real, and a little bit fun. Some top ideas include:
- Pop-up boot shops or denim customization bars
- Country-inspired cocktail tastings or beverage collabs
- Backstage-style content capture or artist storytelling stations
- Western-inspired branded lounges with shaded seating, photo moments, and surprise sets
- Immersive fan games (line dancing, horseshoe toss, cornhole tournaments)
The Takeaway
In a world that can feel filtered, country music offers fans around the globe something real, stories and sounds they connect with, and a space that feels welcoming and fun. And for the right brand, country sets a stage that’s already warmed up and waiting to connect with a new generation.
Country’s not just having a moment. It’s creating one globally.
