No matter what path country music is taking these days, it continues to be a dominant force that reaches far beyond the radio airwaves.
With extensive growth in less than 10 years, country music owns more than 15 percent market share of today’s listeners. The number of stations converting to country music has almost doubled since 2008 with now more than 4,000 stations. However; the influence of country music doesn’t stop there.
A new report by Nielsen reveals that the median household of a country music fan is $65,000 — 26 percent higher than the national average. And, they’re not afraid to spend their money.
With big hits like “Somethin’ Bout A Truck,” “Pickup Man” and “I Drive Your Truck,” it’s no surprise that reports show country fans are 29 percent more likely to purchase a truck or pickup for their next vehicle.
Another big area of investment for country music lovers is sports. This year the genre seems to have a presence in multiple sporting markets. Blake Shelton is “Bringing Back The Sunshine” for NASCAR. Garth Brook’s “Pure Adrenaline” kicked off the SEC this season. Then you have country’s most marketable star, Carrie Underwood. She is the leading voice of Sunday Night Football. Nielsen also scores Underwood at a 90 for her marketability. This puts her among the Top 50 celebrities in the world for endorsement deals and branding.
Country artists continue to expand their presence in many other markets as well. Underwood launched her own fitness line in 2015. Florida Georgia Line just introduced Old Camp, their own personal brand of whiskey, and Brad Paisley is partnering with Boot Barn for his own brand of Moonshine Spirit Boots.
Those are only a few areas country music artists are tapping into. The list goes on and the influence the genre has over its listeners looks to have a very bright future.