Gen Z Sparks a Country Music Revolution in Australia

## The Growth of Country Music in Australia

Australia has firmly established itself as the third-largest market for country music globally, following the United States and Canada. A recent report from Connect by Live Nation reveals that this genre has expanded dramatically beyond its traditional roots, becoming a mainstream phenomenon across the nation.

### Country Music Goes Mainstream

The survey indicated that 78% of Australian music enthusiasts now classify country music as “mainstream.” Notably, 68% of Gen Z listeners report an increase in their country music consumption. The genre’s ability to blend with pop, rock, and hip-hop, as seen with artists like Beyoncé and Post Malone, has contributed to this evolution. Social media plays a significant role as well; TikTok garnered an impressive 196 million views on #CountryMusic in Australia over the last year. Additionally, 67% of participants mentioned that they actively follow country music artists on social platforms.

### Cultural Shift and New Opportunities

Erica Valenti, the Integrated Marketing Director at Live Nation ANZ, noted that country music is effectively connecting with newer generations. “Country music meets the fans where they are, recruiting a whole new wave of music lovers through fashion, social media trends, and genre blending,” Valenti mentioned. A visible rise in cowboy culture is especially noted in urban centers, where Gen Z seeks unforgettable live music experiences. This surge in interest has paved the way for new festivals and partnerships for brands and artists alike.

### Surge in Ticket Sales

The report highlights a staggering increase in ticket sales for country music events. Live Nation Australia has reported a remarkable 746% rise in country music ticket sales since 2019. Looking ahead, the number of country shows set for 2024–2025 is nearly five times higher than in previous years. This increase aligns with the launch of fresh festivals such as Strummingbird, featuring Grammy-nominated artists, and Sunburnt Country, which showcases major talents like Jason Aldean and Jelly Roll.

### Insights from BIGSOUND

Valenti also pointed to the palpable momentum at this year’s BIGSOUND conference, a key event for emerging music genres. She observed a prominent presence of country music and enthusiastic support from both the industry and fans. The energy surrounding artists like Kaylee Bell and Tyla Rodrigues was particularly electric. Valenti remarked that it’s uplifting to witness the community rallying around this evolving genre, blending various influences to create a dynamic landscape.

### Lifestyle Impact and Retail Influence

The rise of country music impacts more than just concerts and streaming; it also extends into lifestyle choices. Half of the music fans surveyed reported buying or wearing country-themed clothing in the past year, while 40% acquired home décor with country-inspired designs.

### Repositioning the Genre

Kristy Rosser, Senior Vice President and Head of Media and Sponsorship at Live Nation, emphasized the importance of the genre’s evolving identity. “We are witnessing a shift in how traditional country music is perceived—from ‘nostalgic’ and ‘emotional’ to ‘rising,’ ‘diverse,’ and ‘progressive,’” Rosser stated. Urban fans, who may not have grown up with country music, are now discovering it through mainstream channels, influencing their lifestyle and promoting growth in retail and entertainment.

### Conclusion

The *Step Into Country* report, part of Live Nation’s Future Sound series, sheds light on emerging genres that are shaping today’s music culture, reflecting the ongoing evolution of country music in Australia. How do you see the future of country music unfolding in your community?