During the Billboard and NMPA Songwriter Awards earlier this year, alternative pop artist Lana Del Rey remarked on the current trends in the music industry.

“If you haven’t noticed by our award recipients and performers, the music industry is moving towards country. We are transitioning to country; it’s happening,” she stated. “That’s why Jack (Antonoff) has been following me around Muscle Shoals, Nashville, and Mississippi for the past four years.”

Her journey through the American South alongside Antonoff culminated in “Lasso,” her 10th studio album, marking her inaugural venture into country music, which is scheduled for release in September. Although the album has yet to drop, this year has already validated Del Rey’s prediction.

Recent years have clearly shown a revival in country music, with the genre experiencing a 23.8% increase in streaming last year compared to 2022, according to Luminate, making it the fastest-growing genre during that period.

Artists including Morgan Wallen (who gained attention for various controversies), Luke Combs, Post Malone, Beyoncé, Shaboozey, and Sabrina Carpenter have all achieved success within this genre.

Country music’s revival mirrors cultural and political dynamics

The growing appeal of country music can largely be linked to streaming services. Traditionally, fans would experience the genre through live performances (dive bars, concerts, etc.) or through classic formats like radio and physical media.

Post-2020, as live country music events dwindled due to the COVID-19 crisis and both digital and physical sales continued to decline, audiences began shifting to streaming services, catching up with trends in other genres. According to Variety, Gen Z and millennials represent half of the average listeners for artists like Zach Bryan.

This move towards the west also reflects our current cultural landscape. It’s logical that a genre rooted in Republican ideals has gained new traction in the years approaching Donald Trump’s reelection.

Prior to the September 11, 2001 attacks, country music was a space devoid of partisan affiliations for working-class individuals in rural areas to voice their concerns about poverty, exploitation, and feelings of marginalization. However, with the rise of nationalism following 9/11, the genre shifted to a more conservative lean.

It largely moved away from its traditional themes in favor of sentiments centered on “beer-drinking, tractor-riding, all-American” lifestyles, as described by a study from Northeastern.

Conservatism remains a hallmark of the genre

Fortunately, contemporary country music has distanced itself from hyper-nationalistic themes. Modern artists continue the genre’s legacy of storytelling through music. Today’s country songs often feature relatable lyrics that touch on uncertainty and struggle, along with timeless themes such as love, heartbreak, and loss.

Even those artists who might not strictly identify as country but whose work is influenced by the genre—many drawing inspiration from former country star Taylor Swift—like Olivia Rodrigo, Gracie Abrams, Lizzy McAlpine, Sabrina Carpenter, and Phoebe Bridgers, capture deep emotions with diary-style lyrics and country influences.

However, an underlying political aspect remains prominent in country music, shedding light on its surge in popularity. The influences from the post-9/11 genre persist. Its promotion of traditional values (hard work, family structures, Christianity, unquestioning support for the military, patriotism, and similar ideals) has led to a strong association with political conservatism.

While this trend isn’t exclusive to country music, recent years have witnessed artists leveraging the genre to express their conservative political views.

In 2023, Jason Aldean released “Try That in a Small Town,” a controversial song criticized for inciting violence against racial justice advocates. Some interpretations of the song suggest it serves as an “ode to a sundown town,” especially considering the lyrics: “Well, try that in a small town/ See how far ya make it down the road/ Around here, we take care of our own”—and its music video was filmed at a location of a historical lynching.

Nevertheless, the track reached the top spot on the Billboard Hot 100 and had its best sales week in over a decade for a country song.

In 2023, Oliver Anthony gained immense popularity with his song “Rich Men North of Richmond.” Although the track alluded to conspiracy theories and criticized welfare recipients, it debuted at No. 1 and was even featured during a GOP presidential debate.

Anthony expressed his discontent with how Republicans attempted to use his music for their agenda.

Nevertheless, country music fans seem unbothered by the song’s connections to far-right politics. The genre has a history of being unwelcoming to artists who challenge Republican norms. A notable instance involved The Chicks, who faced blacklisting from country radio for opposing then-President George W. Bush in 2003.

Also, in 2016, Beyoncé faced racist backlash after performing with The Chicks at the Country Music Awards, an experience that inspired her track “Cowboy Carter,” which unfortunately was overlooked in this year’s CMA nominations.

Interestingly, it was only last year that the CMAs recognized a Black woman in any category, and this year they snubbed Shaboozey, who is approaching a historical record with his song “A Bar Song (Tipsy).”

The jokes about his unconventional stage name likely didn’t contribute to his chances, either.

Nostalgia: A Political Comfort for Americans

The revival of country music mirrors the American public’s longing for an idealized past and their frustrations with current issues.

Such feelings are often linked to the reasons behind Trump’s reelection. Many are reflecting on the past with a romanticized perspective while misplacing the roots of their genuine anger.

This resurgence isn’t the only indication of a backward cultural shift. An increase in “trad wife,” or homesteader lifestyle content online promotes simplistic and traditional views on gender roles, womanhood, and feminism. Meanwhile, music, movies, and fashion often recycle trends from 10 to 20 years ago.

Trump’s “Make America Great Again” slogan evokes a nostalgic vision of a supposed golden age.

Many people have lost faith in the promises of a better tomorrow, finding that the past often seems more appealing than the uncertain future.

In the world of country music, this pull towards tradition provides audiences with a comforting escape to reminisce about the past.

Despite the emergence of queer and artists of color within the country music scene, the industry remains resistant to change. It’s difficult to picture the narrow confines of country music opening up to those who challenge established norms and political views. The potential for the GOP’s recent attempts at inclusivity might not extend to similar shifts within conservative culture.

However, what does progress mean if many are still looking back fondly on the past?