COUNTRY MUSIC – WHERE TO NOW?

A recent study by Eddison Research in the USA indicates that 20% of country music fans don’t listen to country music radio stations. This means that 1 in 5 lovers of the genre will appreciate their music via websites, personal collections stored/ played on other media, or other genre-playing radio stations. Further to this, the remaining 80% of fans surveyed overwhelmingly prefer to hear “classic” country songs from the 1960’s and 1970’s, as opposed to “new” country songs. In addition, “new” country songs which feature a singer with a “twang” in their voice are more likely to alienate a potential audience than an artist who fits into the pop-country or rock-country genre.

What has happened to country music?

As a child growing up in the 1970’s, I was most likely spoiled by the rich abundance of “classic” country artists on offer, who were able to attain a cross-over audience with the general listening public. Our family music room regularly featured albums from the likes of Glenn Campbell, Anne Murray, Kenny Rogers et al. These artists all came from small country towns, and their songs told stories well beyond simple love songs. This is the essence of country music.

When did country music reach its “country peak”?

The enormous commercial success of The Eagles in the mid-1970’s may have been the zenith of the genre in its purest sense. At this point in time, anybody could don a cowboy hat, pick up an acoustic guitar and state that they were a working musician. Ironically, John Travolta [the king of the subsequent music genre craze – disco] turned “country” when he starred in 1980’s long-forgotten movie, “Urban Cowboy”.

Why did country music change?

There are two simple explanations to this question; synthesised music and MTV. Country music is based around acoustic and amplified instruments played live. The increasing popularity of heavily produced, synthesised recording techniques in the 1980’s operated at polar ends to the traditional “country” sound. The introduction of the concept of a music video and MTV also detracted from “classic” country music. Now, the music audience was absorbed in the “visual” aspect of the song, and the emphasis on the lyrical story of the song became less important. Artists with a country background, such as Garth Brooks and Shania Twain, attained superstardom thanks to MTV, however their respective music was more rock and pop, hence their “cross over” appeal.

Country music – where to now?

Like all things in life, the country music genre has changed forever. There will still be “traditional” or “roots” country artists, however their audience will be limited to devotees of the genre. Artists such as Taylor Swift, Carrie Underwood and Lady Antebellum most certainly have a “country” sound, however their public image is cleverly controlled by management and record label strategies. Counter to these claims is Willie Nelson, who is unique in every aspect of his craft. Whilst he has cleverly modified his career by covering popular songs of the day, his unforgettable voice and guitar playing make him “country” through and through.

When Willie retires from music, the genre of country music will have changed forever.