A partnership between the figures behind Record Store Day and the Americana Music Association will put a new spotlight on the evolving genre.
Record stores are teaming up with the Americana Music Association to bring attention to this rapidly-growing genre.
June marks the first "Americana Music Month," a celebration of Americana music with special events, in-store performances and contests. The month-long schedule of events are also meant to promote the Americana Music Festival held in Nashville each September. The festival helped launch the careers of artists such as Sturgill Simpson, Mumford and Sons, Shakey Graves and The Lumineers.
Many credit the growing interest in Americana over recent years as a move inspired by a desire for more authenticity and passion in new artists' music.
"No one gets into Americana to top the 'Billboard' charts or become a rock star," Record Store Day manager Carrie Colliton told the Tennessean. "They're in it because that is what they're meant to do. Those songs are what they're meant to play. And people who shop or run record stores aren't doing it to be rich. They're doing it because music is what they believe in."
Specific events and details of the national campaign will be announced on the Record Store Day website soon.