WHY COUNTRY MUSIC IS TAKING OVER POP CULTURE — AND YES, YELLOWSTONE IS PART OF IT
Over the past five years, country music has surged like never before. Morgan Wallen breaks records almost weekly, while Zach Bryan has brought country-folk back into the mainstream. The genre has never been hotter.
Meanwhile, artists like Luke Combs, Ella Langley, Megan Moroney, Chris Stapleton, and Jelly Roll are dominating the charts. They’re also crossing over into mainstream and other genres. Even non-country stars—Post Malone, Beyoncé, and BigXthaPlug—have explored the genre. Today, country music feels like the new “it” sound.
Why Now?
There’s no single reason for this boom. Some point to country’s crossover with pop and rap. Others highlight the singer-songwriter movement, led by Zach Bryan, Tyler Childers, and Noah Kahan. Some say today’s culture and politics play a role.
Riley Green recently offered his perspective. In an interview with Stingray Music before LASSO Montréal, he noted two key factors: Yellowstone and storytelling in songs.
“A lot of the television has really worked lately. The ‘Yellowstones’ and that western lifestyle have become so popular. But also, the storytelling of country music is something people really appreciate,” he said.
The Yellowstone Effect
Since 2018, Yellowstone has been a cultural phenomenon. It didn’t dominate awards at first, but Kevin Costner eventually won Best Actor in a Television Series – Drama in 2023. Beyond the main series, Taylor Sheridan expanded the franchise with 1883, 1923, The Madison, and The Dutton Ranch. Over seven years, the show has become a modern Western icon.
The series also boosted country music. Its soundtrack features Whiskey Myers, Turnpike Troubadours, Chris Stapleton, Zach Bryan, Lainey Wilson, Tyler Childers, Cody Jinks, Colter Wall, Blackberry Smoke, Sturgill Simpson, Ryan Bingham, Shane Smith & the Saints, Cody Johnson, Flatland Cavalry, Charles Wesley Godwin, 49 Winchester, Marcus King, Tanner Usrey, Charley Crockett, and Kacey Musgraves.
For many, the Yellowstone soundtrack is an introduction to independent and alt-country artists. This “Yellowstone Effect” gave many musicians massive exposure and expanded the genre’s reach beyond mainstream radio.
The Power of Storytelling
Storytelling is another reason for country’s resurgence. After years of shallow lyrics in bro-country, fans want more depth. Artists featured on Yellowstone, along with Zach Bryan, Tyler Childers, and Sturgill Simpson, deliver songs with real narratives.
Not every listener focuses on lyrics, but true country fans do. The combination of Yellowstone exposure and storytelling has brought the genre to new heights.
Conclusion
Riley Green is right: several factors explain country music’s rise. However, it’s clear that Yellowstone and compelling song narratives played major roles. Together, they helped country music reclaim the spotlight and captivate audiences like never before.