Sydney, Australia — The popularity of country music in Australia has surged, establishing the nation as the world’s third-largest market for the genre, following the United States and Canada. A recent report from Connect by Live Nation, titled “Step Into Country,” reveals the transformation of country music from a niche genre to a mainstream phenomenon enjoyed by a diverse audience.
The report highlights that a remarkable 78% of Australian music fans now view country music as part of the mainstream music landscape. This shift is particularly pronounced among younger listeners, with 68% of Gen Z respondents indicating they are engaging with country music more than ever before. The genre’s crossover appeal to pop, rock, and hip-hop—influenced by artists like Beyoncé and Post Malone—has significantly broadened its appeal, fueled further by social media. Notably, TikTok recorded 196 million views under the #CountryMusic hashtag in Australia over the past year, and 67% of those surveyed reported following country music artists online.
Erica Valenti, the Integrated Marketing Director at Live Nation Australia and New Zealand, attributed this growth to the genre’s adaptability. “Country music meets fans where they are, capturing a new generation through collaborations and social media trends,” she stated. Valenti emphasized the rise of “cowboy culture” in urban settings, particularly among younger city dwellers eager for unique live music experiences. As a result, new festivals are being launched, creating fresh opportunities for brands and fans to engage with this dynamic genre.
Additionally, the report underscores a staggering rise in ticket sales for country music events. Live Nation Australia has reported a 746% increase in ticket purchases since 2019. The number of country concerts scheduled for 2024-2025 is nearly five times higher than in previous years. Upcoming festivals, such as Strummingbird and Sunburnt Country, feature prominent artists like Jelly Roll and Jason Aldean, further signaling the genre’s burgeoning popularity.
The enthusiasm for country music was palpable at this year’s BIGSOUND conference, where industry professionals noted an increased presence of the genre. Valenti expressed her excitement, saying, “Country music was everywhere! The energy was electric.” She pointed out the growing support for Australian artists and the vibrant culture surrounding country music, including line dancing and fashion trends inspired by the genre.
The influence of country music goes beyond the concert stage, extending into retail and lifestyle sectors. The survey indicated that 50% of music fans purchased country-inspired clothing or accessories in the past year, while 40% incorporated country themes into their home décor.
Kristy Rosser, Senior Vice President and Head of Media and Sponsorship at Live Nation, emphasized a critical shift in the perception of country music. “We are witnessing the transformation from country music being seen as nostalgic to being recognized as current, diverse, and innovative,” she said. She noted that many of the new fans are urban dwellers who discovered the genre through mainstream channels, subsequently influencing their lifestyle choices and driving growth across various industries.
The “Step Into Country” report is part of a larger initiative by Connect by Live Nation to explore emerging musical genres that are reshaping mainstream culture. With its release, the series aims to shine a light on Australia’s evolving music scene and the growing acceptance of diverse musical styles within the country’s broader cultural framework.