Shaboozey‘s “A Bar Song (Tipsy)” is flipping country music on its head. His genre-bending hit, which interpolates J-Kwon’s 2004 hip-hop smash “Tipsy,” replaced Beyoncé‘s “TEXAS HOLD ‘EM” atop Billboard’s Hot Country Songs chart in April — marking the first time that two Black artists held the No. 1 spot back-to-back on the chart.
The history-making feat — and the massive success of “A Bar Song” — is a major win, especially given how Black artists have historically been shut out from country music, even in the last 10 years alone. In 2016, for instance, Beyoncé and The Chicks’ CMA Awards performance of “Daddy Lessons,” a country-leaning tune off the Houston native’s sixth album, Lemonade, caused an uproar within the country music community, with many fans boycotting the show. Beyoncé later hinted that the backlash birthed her country-tinged 2024 LP, COWBOY CARTER, as she “did a deeper dive into the history of Country music and studied our rich musical archive.”
Then, in 2018, Billboard controversially removed Lil Nas X‘s GRAMMY-winning, Billy Ray Cyrus-featuring smash “Old Town Road” from the Hot Country Songs chart as it was poised to claim the top spot, because it didn’t “embrace enough elements of today’s country music.” Lil Nas X’s comment on the dispute perfectly depicted the ongoing debate around what qualifies as country music: “The song is country trap. It’s not one, it’s not the other. It’s both. It should be on both [charts].”
Mainstream country music has long been a white, straight, cisgender male-dominated genre. But in recent years, an influx of Black country artists have been challenging the traditional norms of what country music looks and sounds like. In turn, they’re helping the genre become more accessible and appealing to a broader audience — and it’s forcing even some naysayers to pay attention.
Along with Shaboozey, many rising artists are incorporating hip-hop and R&B elements into their country music. Tanner Adell‘s viral hit “Buckle Bunny” features rap-inspired verses and thumping bass; a guitar-fueled rap cadence carries BRELAND’s “My Truck”; and Blanco Brown‘s “trailer trap” helped his line dance smash “The Git Up” top the Hot Country Songs chart for 12 nonconsecutive weeks in 2019. Several artists are leaning more into the traditional sound, too, as evidenced by the latest singles from Tiera Kennedy (“I Ain’t a Cowgirl”) and Chapel Hart (“2033”).
Trailblazers like Darius Rucker, Kane Brown and Mickey Guyton have been pivotal to disrupting the scene and opening doors for marginalized acts. Rucker’s “Don’t Think I Don’t Think About It,” from his 2008 country debut, Learn to Live, earned him a No. 1 on the Hot Country Songs chart — the first Black artist to celebrate such an achievement since Charley Pride‘s “Night Games” in 1983. With 2017’s “Heaven,” Kane Brown made history twice: he was the first artist to top all five Billboard country charts simultaneously, and the first Black country artist to earn RIAA Diamond certification with an original song. Guyton’s history-making feat came at the 2021 GRAMMYs, where she was the first Black woman ever nominated for Best Country Solo Performance, for her autobiographical “Black Like Me.”
As country music continues to evolve, how will it make more room for boundary-pushing Black artists? GRAMMY.com tapped six rising stars — BRELAND, Chapel Hart, Kentucky Gentlemen, Camille Parker, Reyna Roberts, and Julie Williams — to discuss the future of a genre that has historically lacked diversity, the undeniable impact of Beyoncé’s COWBOY CARTER, and the artists that inspire them to push forward.
Quotes from these interviews have been edited for brevity and clarity.
Shaboozey’s “A Bar Song” and Beyoncé’s “TEXAS HOLD ‘EM” are among 2024’s biggest songs regardless of genre. What do you think are the key ingredients for making a great country song? How has it changed?
Brandon Campbell of Kentucky Gentlemen: All the best country songs have authenticity and truth. From the feel-good jams to the heartbreak, it’s all about relatability and people being able to see themselves and what they’ve experienced in those songs.
BRELAND: A great country song tells a linear story in which all of the lyrics relate back to a central concept. My favorite country songs also include elements of wordplay where a word or phrase is flipped, usually at the conclusion of the chorus.
I think the structure of country songs is about the same as it was 20 years ago, but there has just been some changes sonically. I’ve noticed fewer country songs have bridges, and the songs tend to be shorter now in general, which is consistent with trends across the music industry as a whole.
Reyna Roberts: It’s about the instrumentation, lyrics and heart that’s put into the music and how authentic it is. I personally love slide guitar, banjos, fiddles, harmonicas, and acoustic guitar, so those are key instruments in my music. I always make sure the foundation of classic country music is there and build upon that. Storytelling is equally as important; I pour my everything into the melodies and lyrics in every song I write.
Trea Swindle of Chapel Hart: The instrumentation has changed so much. Now there’s the electric guitars and 808s. I think whenever Jason Aldean did “Dirt Road Anthem,” it introduced 808s to country music and set off the whole bro-country moment.
And, the thing about country music is it’s all about the story, and it’s all about the experience of creating music that has heart and soul and an impact. It’s not like an AI-generated song with country buzzwords like truck, snake, boots, hat. That’s not what it makes it country, and sometimes, it’s not in the instrumentation that makes it country. You can hear a Vince Gill song, and it doesn’t have a single guitar in it. It’s all piano, but it’s country at its core.
Camille Parker: I’m constantly referencing music that has lasted decades and speaks to people in a real way. The best country songs make people feel seen regardless of where they’re from. I grew up on traditional country songs like “Kiss an Angel Good Morning” by Charley Pride and “You Don’t Know Me” by Ray Charles. Those songs have evergreen lyrics, amazing production, and make you feel something real every time you hear it.
Julie Williams: All my favorite country songs pull me in with the storytelling and transport me to another place — either a memory of some place I’ve been or to an imaginary world. These stories can be raw and vulnerable or fun and lighthearted. Another core piece is a great melody, one that makes you want to jump in and sing along and gets stuck in your head. But we’re in an exciting time in country music where we’re hearing more types of stories like Mickey Guyton’s “Black Like Me” and Brittney Spencer‘s “Thoughts and Prayers.”
Like most genres and sounds, the origins of country music are largely Black — why do you think it’s been difficult for its roots to be widely acknowledged? Do you feel that’s changing?
BRELAND: Country music is undeniably influenced by Black musicians and Black culture, as with all American musical genres. But from the beginning of country music’s popularization, there has been a concerted effort to separate it from its Black roots. In the ’50s and ’60s, country songs by white artists were considered country songs and hillbilly music, and country songs by Black artists were labeled and marketed as race records and eventually the blues. Since then, both genres have evolved in different directions, and their shared history is only now being discussed.
Williams: Mainstream country music has evolved into a genre rooted in patriotism, conservatism and general pro-America sentiments. For there to be an acknowledgment of the erasure of Black country music pioneers, there would have to be a wider acknowledgement — or, more specifically, a reckoning — that America hasn’t always been so great. And, for some, that feels threatening.
Derek Campbell of Kentucky Gentlemen: There’s a long history of people being unaware or not fully acknowledging Black efforts and contributions across many different genres. That’s changing largely due to the fact that so many new people are discovering their love for country music. Those same people have joined in on important discussions while deep diving into its roots. They’ve had an incredible curiosity for acts like us who have been working in the genre all these years.
Parker: More people are discovering missing pages in country music’s history. For some, it may be difficult to challenge what they thought was a complete story, but it’s important to acknowledge the past so we can all move toward a more informed and honest future.
Swindle: Since country is cool now, audiences far and wide are finding people they like and all these subgenres of country, or even some of the old-school, tried-and-true stuff. Every other genre has branched out, and I’m so glad that country is finally joining the party.
We all tell the same stories. Like Toby Keith‘s “How Do You Like Me Now?” for instance. How is that different from [rapper] Mike Jones’ “Back Then”?
Danica Hart of Chapel Hart: When we were on “America’s Got Talent,” I said “Country music doesn’t always look like us.” And I think, for so long, country music has done what has made country music billions of dollars. Country music has never had a Black superstar, but that also takes a lot of money for a label. The industry has just been working the formula that has worked for them for hundreds of years.
With social media, everything’s just right at the tips of your hands. Back in the day, you had to go on a radio tour, you had to go do the arena tour — you had to get in front of somebody before you would reach a million people. Now you can get on TikTok and be like, “Go stream my music” and get a million followers. There’s an evolution going on that’s really in favor of all artists.
Read More: Beyond Country: All The Genres Beyoncé Explores On ‘Cowboy Carter’
How has “the Beyoncé effect” helped thrust country music even further into the mainstream and make it more inclusive?
B. Campbell: It’s been great to see so many of us Black country artists gain visibility, and it’s been even better seeing more broad audiences feeling more comfortable being country music fans. In all of our years doing this for a living, we’ve never seen more Black people and people of color in the audience dancing and singing back at us. It’s been truly incredible and game-changing.
BRELAND: Beyoncé is helping to evolve country music because she brings with her a diverse group of millions of non-traditional country music listeners into the format. For decades now, country music has felt, to a lot of Black people, as a white space, so few Black artists and fans have felt safe and accepted in it. But now, the demographics are changing, and they have been in the years leading up to COWBOY CARTER.
If Beyoncé’s fans and all of the other people inspired to broaden their musical horizons as a result of her album are willing to continue supporting Black artists in country, and the genre in general, this can be a really powerful and sustainable development in country music.
Swindle: It piqued the interest of people who may have naturally gravitated toward hip-hop or R&B. Now that Beyoncé decided to do a country album, it forced a lot of other platforms to say, “Okay, Beyoncé’s doing it, but look at all these other artists,” so it just shined a brighter light — and that, I appreciate.
Roberts: My numbers have grown exponentially over social media and DSPs. A lot of fans that don’t typically listen to country music are now listening to my album and experiencing my art. (Editor’s Note: Roberts was featured on COWBOY CARTER track “BLACKBIIRD” with Brittney Spencer, Tanner Adell, and Tiera Kennedy; she also offered background vocals for “TYRANT.”)
My goal has always been to reach people within and outside of the genre, and that’s what’s happening now. Many people didn’t entirely see my vision before, but now I feel like people can see it clearly.
Parker: I feel so confident creating across genres and blending sounds because of artists like Beyoncé. She’s shown us that you become the mainstream by creating art that resonates. COWBOY CARTER lets people imagine new possibilities in collaboration and expression. I love that she made this record so intentionally, and it’s been a gift to witness people all over the world fall in love with a genre so many of us were raised on.
Williams: There are many folks that might not have felt like country music was a genre that they enjoyed, or even felt safe engaging with, so they might not turn on a country music radio station or go to a country music festival. And the country music industry gatekeepers that control those means of music discovery haven’t historically played artists of color.
What’s incredible about the Beyoncé effect is that people are going around those middlemen. Fans are discovering new Black country artists directly on social media.
In putting out COWBOY CARTER, Beyoncé has put a spotlight on Black country. I have personally seen an increase in my numbers on streaming, social, and press hits. Black country artists have been out here for a while hustling and trying to be heard, but as a driver of culture, Beyoncé helped elevate the movement to an international stage.
Where do you think diversity within country music stands these days?
Roberts: I feel like it’s changing by artists like myself, and others who are acknowledging the history of country music and the true legends behind the genre that most people don’t know about. Of course, I’m speaking about Linda Martell, Leslie Riddle, Tee Tot Payne and so many others who created what we consider to be classic country, and who taught Hank Williams, Jr., Johnny Cash and so many other phenomenal artists that we uphold today.
Parker: I’ve experienced firsthand some of the progress that’s been made, and it’s truly special. I think fans are connecting to our authenticity, and it’s exciting to see more people from different walks of life at the shows and supporting us online.
Country music has such a powerful opportunity to make our space even more supportive of art and the people that create it. We’re seeing all kinds of artists fall in love with country music, and I’m excited to see more collaborations.
BRELAND: Diversity within country music is at a very pivotal inflection point. We’re seeing more Black artists on the Billboard charts, and women like Lainey Wilson finding unparalleled success. There are finally more conversations about diversity that are happening within the genre.
However, many of these Black artists are not getting played at country radio, are not able to secure significant opening tour slots, and are not being given the same opportunities to sign record deals and release music at a higher level. All of those things need to continue to change for us to see sustainable careers of these diverse acts.
Swindle: I feel like the diversity has definitely changed. It’s taken leaps and bounds, but in my heart, I just can’t wait until we get to the point where people won’t have to say, “She’s a great Black country artist.” No, she’s just a great country artist. That’s the goal. Because at the end of the day, it’s about the music regardless of who’s singing it.
Wiliams: It’s getting better, but we have a long way to go before country music is [fully] welcoming and safe for BIPOC and LGBTQ+ communities. A big part of that is not only diversifying the artists that are on stage, but also the people behind the scenes: industry folks, producers, engineers, musicians, photographers.
Read More: How Queer Country Artists Are Creating Space For Inclusive Stories In The Genre
In what ways can the industry do a better job at championing Black country artists?
Williams: Right now, the industry does a great job of championing Black country artists around Black History Month and Black Music Appreciation Month. But I would love to see more love from the industry throughout the year.
Folks can make sure when they are organizing festivals or radio hours that they include Black artists, and also make sure when including those artists, they don’t just give them the worst spot and call it a day. When putting together tours and support slots, booking agents can consider Black artists to add to the lineup and help introduce them to fans that might not discover them otherwise.
Roberts: The industry can have us perform at award shows that’s within country music — and outside of country music, like the GRAMMYs — while putting the same amount of resources, attention, promotion, and money into us as other artists in the genre, as well as playing our music on country radio and radio stations outside of country. Black artists who have impacted the country legends also deserve formal recognition by organizations like the Country Music Hall of Fame.
BRELAND: The industry has to understand that positioning Black artists in this genre isn’t going to work the same ways it would for a white artist. Our stories and our struggles are unique, and trying to erase our race from that narrative doesn’t benefit anyone.
On the flip side, none of the Black artists I know in this space want their Blackness to be the only aspect of their story that gets told, either. And unfortunately, since 2020, it seems like most of the opportunities that come up for Black artists in country are addressing exactly that. So, the industry has to better understand the nuances of our existence in this space and work with us to find the best ways to support.
The music industry is going to have to be more willing to play Black artists on country radio, book more Black artists on festivals and opening tour slots, and support Black artists editorially and on playlists. We need all of the same opportunities as our white peers, and additional support to push back against the systemic obstacles that have been put in our way.
B. Campbell: Placing more resources behind Black country artists is needed. Also, expanding the idea of what country music looks like can help continue to open doors. When you expand that narrow idea of what country music is to what reflects reality, then more of the world will be ready for us and our music.
Hart: There are artists that labels lose money on every day of the week. I think the way to change is to take a chance on a Black artist. The money’s got to be lost anyway.
Now that we see there’s Black people that exist in this space, let’s throw some money behind it and see what happens. That takes a conscious, bold, and brave effort, but it also requires a little digging and getting educated about who’s out there. When they’re playing their shows, are people showing up? Are they selling out theaters?
I think consumers forget that the people have the power. We saw that when someone called a country radio station and requested Beyoncé’s “TEXAS HOLD ‘EM.” Everybody flooded that particular station until they finally were like, “Fine, we will play the song.” There’s a charge to the fans and the consumer to be more proactive in helping to promote Black artists.
What do you make of how Black artists have been standing out within the country community as of late?
Parker: It was exciting to see so many Black women enter the country space a few years ago — it was a big part of why I moved to Nashville to start my career. I’ve noticed the more brave you are, the more likely you are to create real, lasting change. Our industry is changing, and there are so many of us who want to serve music fans in new, creative ways.
D. Campbell: It’s been such a blessing to have so many new fans searching for our music, coming out to shows while we’re on the road, and asking to hear more of us. We can’t wait to see how this carries us moving forward.
BRELAND: The Black artists in country music right now are incredibly talented and all have great stories and approaches to their craft. And I’ve done everything in my power to elevate them, whether it’s bringing them on tour or out with me at my annual BRELAND & Friends benefit, collaborating on songs with them, or just keeping an open dialogue going with them. We have a great community of Black artists that all have the potential to be very successful, and I love to see it.
Williams: It’s incredible that Black country artists have been standing out in the country music community — and long overdue! To see Shaboozey killing it with a No. 1 song and a packed CMA Fest stage, it gives me hope. Any win for a Black country artist is a win for the whole culture.
What contemporary artists have you seen break barriers? And who are some newcomers that are doing the same?
D. Campbell: We humbly name ourselves; showing up as our entire selves is daring in a genre that for decades proved it didn’t believe we belonged, but we do it anyway. When you see the barriers being broken, it makes it easier to get up and do what you were born to do each and every day because you know it’s possible. Also, Brittney Spencer’s vulnerability and versatility have been breaking barriers for a while now.
Williams: Mickey Guyton has been in Nashville for years, putting out incredible music, playing the game, and fighting for her voice to be heard. But in 2020, she put out “Black Like Me,” a song that was unapologetically her and has inspired a new wave of artists to be our authentic selves despite what have been told is “commercial” or “acceptable” in country music.
BRELAND: Mickey revolutionized this space by talking about her experiences at a time where she was one of the only ones doing it. Her GRAMMY nomination [for Best Country Solo Performance for “Black Like Me “in 2021] inspired so many artists, including myself, to believe success was possible here.
I also think about artists like Nelly, who for the last 20-plus years has blurred the lines of where country music fits into the larger conversation of Black culture. I’ve been inspired by how seamlessly he weaves between the hip-hop and country worlds.
Artists like Brittney Spencer, Shaboozey and Tanner Adell have all been bringing a new energy into the genre and all of their debut projects are very strong. Seeing Shaboozey’s chart topping success with his single, Tanner’s movement as an independent artist, and Brittney finally getting her flowers after over a decade in Nashville — all of those artists motivate me to keep going.
Williams: Brittney Spencer is such an incredible songwriter and an even better artist and performer — I was lucky to write my song “Big Blue House” with her. I appreciate how she uplifts those around her. She is such a force!
Rissi Palmer started Color Me Country Radio on Apple Music to highlight artists of color in country music and educate folks on the history of country music. She also awards Color Me Country grants to help smaller, independent artists fund their projects.
Denitia Odigie is another artist you cannot miss. Her voice is otherworldly and her blend of classic country sounds with modern twists is so fresh and unlike anything I’m hearing out of Nashville.
Swindle: Darius [Rucker], who first dominated the world with Hootie & The Blowfish, then he said, “I’m going back to my South Carolina roots, and I’m going to sing what I want sing from my heart,” even though he didn’t look like what most people were expecting country music to be.
That authenticity shines through every time. It’s undeniable, and that’s with anything. I’ve seen some artists try something because they think it’s trendy, but the minute they just start being themselves, that’s when it sticks.
Where do you think country music is headed in 2024 and beyond?
Roberts: I believe it’s going to be a blending of genres. I call my music Country Plus, which is country, hip-hop, rock, and pop. My vision is to create music that is innovative, and to do collaborations that bridge the gap between other genres and country music. I want to work with artists that have inspired me outside country music, including Megan Thee Stallion, Lady Gaga, Christina Aguilera, Ariana Grande, and Rival Sons.
B. Campbell: With the idea of country music expanding, there are more voices that are going to be heard and more stories that are going to be told. So many more people are seeing themselves in our music and this genre.
BRELAND: Country music is just getting started. It’s the final frontier for really well-written songs, which the listening public is desperate for more of, and I think it’s going to continue getting more diverse in the process.
Devyn Hart of Chapel Hart: Country music is about to do some things, and I don’t know if everybody’s ready for it, but it’s happening already. There are so many subgenres — country-pop, country-soul, country-hip-hop, country-rock. It’s like a melting pot.
Parker: Country music will always remain because of its power to tell stories. My hope is that, in the future, we will see more art that tells our stories more authentically, creatively, and uninterrupted by anything that doesn’t push us toward the future.
