Country music has transcended its rural roots and established a significant presence in major urban centers like Toronto and Montreal. Fueled by the influence of Gen Z and a fusion of pop, rock, and hip-hop, a new wave of country music is emerging, with some labeling it as the new rock of our time.
Spotify data reveals a substantial surge in global streams of Canadian country music over the past five years, with a 64% increase worldwide and a 35% rise domestically. Notable Canadian artists making waves include Juno winners Cameron Whitcomb and Josh Ross, as well as Colter Wall and the iconic Shania Twain.
Elizabeth Phipps, head of artist and label partnerships at Spotify Canada, describes the country music phenomenon as particularly strong in major urban markets such as Toronto and Montreal, with a notable uptick in French-Canadian music streaming across the country.
The demand for country music in Canada extends beyond streaming platforms to the media landscape of major cities. In 2024, broadcaster Stingray launched 93.5 New Country in Toronto, marking a bold move in a competitive market that had lacked a dedicated country station for years.
Ron Kitchener, president of Open Road Music, notes a significant evolution in the perception of country music over the years. As the genre expanded its sound by incorporating elements from various genres like pop, rock, folk, and hip-hop, artists like Taylor Swift played a pivotal role in bridging the gap between country and mainstream music.
The rise of social media and streaming platforms has decentralized the traditional power of radio and media in music discovery, allowing artists to connect directly with their audience. This shift has propelled emerging talents like the Blue Ridge Band from Quebec to explore new sounds and capitalize on the genre’s growing popularity.
Country music festivals like Boots & Hearts and Lasso have also witnessed a generational shift in their audience, reflecting the evolving tastes and interests within the genre. The success of these festivals underscores the commercial viability of country music in urban settings, attracting large crowds and diverse lineups.
While the surge in country music’s popularity is undeniable, industry experts caution against unrealistic expectations, pointing out that saturation and changing tastes could impact its long-term appeal in urban markets. However, the genre’s loyal fan base and ability to reinvent itself through sub-genres could help sustain its momentum in the music industry.