Beyoncé, Post Malone, Jelly Roll Lead Country Music’s Mainstream Surge, Experts Say Genre is ‘Backbone of American Culture’

Country music is experiencing a profound resurgence, increasingly dominating music charts and capturing mainstream popular culture. This shift is drawing major artists from other genres, including global superstar Beyoncé, pop/hip-hop sensation Post Malone, and genre-bending artist Jelly Roll, into its orbit as it achieves unprecedented widespread appeal.

Industry experts point to country’s deep cultural roots and evolving accessibility as key drivers of this trend.

The Cultural Significance of Country Music

Kathy Fielder, a prominent brand expert and CEO of Thrive by Kathy Fielder, emphasizes the foundational role of the genre. Speaking on its growing influence, Fielder described country music as “a backbone of the American culture and the music scene.” This perspective suggests that the genre’s current popularity is not merely a fleeting trend but a return to prominence for a fundamental element of the nation’s cultural identity.

Historically rooted in storytelling, traditional instrumentation, and relatable themes of everyday life, country music has long held a significant place in the American soundscape. Its narratives of love, loss, work, and community resonate deeply with a broad audience, providing an authentic connection that transcends regional boundaries.

The Impact of Streaming and Genre Evolution

The landscape of music consumption has been dramatically altered by technology, a factor identified as crucial to country’s expanded reach. Dr. Lyric Mandell, co-founder of Tutti Agency and director of media and public relations at MOXY Company, highlighted the transformative effect of digital platforms.

Mandell suggested that the popularization of streaming platforms has “significantly expanded country music’s reach and influence,” effectively “eliminating geographical barriers.” In the past, country music’s access was often limited by radio formats and regional broadcasting. Streaming services, however, make vast catalogs of music instantly available to listeners worldwide, breaking down these traditional gatekeepers and exposing new audiences to country artists and sounds.

Furthermore, Dr. Mandell noted the role of streaming in facilitating “genre-blending.” Digital platforms curate playlists that often mix artists and styles, introducing listeners to sounds they might not have sought out traditionally. This encourages artists to experiment and audiences to embrace hybrid genres, paving the way for the success of artists who fuse country with pop, rock, hip-hop, or R&B.

High-Profile Artists Embrace the Genre

The mainstream embrace is perhaps most visible through the work of established artists crossing into country music. Beyoncé’s venture into the genre with her acclaimed album “Cowboy Carter” serves as a landmark moment. Released to critical fanfare, the album signals a significant cultural moment for country music, attracting attention from listeners who might not typically engage with the genre. At the recent Grammy Awards on Sunday, Beyoncé won two Grammys for “Cowboy Carter”: best country album and album of the year, underscoring the project’s impact and acceptance within the music industry.

Pop and hip-hop crossover star Post Malone has also made a notable entry into country. He collaborated with country chart-topper Morgan Wallen on the hit single “I Had Some Help,” which has dominated charts since its release. Malone is also set to release a full-length country album titled “F-1 Trillion,” further solidifying his commitment to exploring the genre.

Jelly Roll, who initially built a career in the rap and hip-hop scenes, represents another successful example of this genre fluidity. His transition into country music has been met with significant commercial and critical success, resonating with audiences through his heartfelt lyrics and authentic delivery.

Other artists are also contributing to this evolving sound. Shaboozey, for instance, had a major hit in 2024 with his track “Bar Song (Tyvek)”, which exemplifies the trend of blending hip-hop and country influences, creating a sound that appeals to a broad, contemporary audience.

Looking Ahead

The confluence of country music’s enduring cultural relevance, the democratizing effect of streaming platforms, and the willingness of high-profile artists to explore and blend genres suggests that country’s mainstream moment is poised to continue. The genre is no longer confined to traditional boundaries but is actively evolving, incorporating diverse influences and reaching new audiences globally. As artists like Beyoncé, Post Malone, and Jelly Roll continue to contribute to this expansion, country music solidifies its position not just as a genre, but as a dynamic and increasingly central force in the global music landscape.