Will the circle be unbroken # 5: the “Nashville” effect / Taylor Swift
The circle continues to be unbroken in this week’s article for our “Will The Circle Be Unbroken?” Series. “. For each article, our team provides a short news article with a link to the article from the previous week. After our Country Music Hall of Fame piece, this time our COO (Liam Lewis) discusses the Nashville / Taylor Swift effect.
The Country Music Hall of Fame is located at 5e Ave S in Nashville, the city often defined as the center of the country music industry. The city and its musical heritage spawned a 2012 soap opera series that chronicled the lives of fictional country music singers and songwriters at different stages of their careers. The show proved to be a success in the United States and international territories. Particularly in UK and Western Europe.
In 2017, a Country Music Association (CMA) study found that the largest audience for country music in the UK was millennials. To the surprise of the organization and the UK music industry, nearly 33% had started their discovery of the genre in the 5 years preceding the study. The younger listener base has been largely attributed to the success of the Nashville TV show and the popularity of artists such as Taylor Swift, thus generating the phrase “The Nashville / Taylor Swift Effect”.
The growth of country music in the UK continues at an exceptional rate with BPI (British Phonographic Industry) stating that the genre has seen a 19% increase between 2020 and 2021 alone. This increase has been further bolstered by platforms such as TikTok and the continued support of the genre by digital service providers (such as Spotify, Apple Music, Amazon and Youtube) with curated playlists aimed specifically at the UK market. As support from national radio stations (BBC Radio 2, Chris Country and Absolute Country) and the festival scene (C2C, The Long Road, Black Deer and more) continues to expand, the market is expected to continue growing in the region. -beyond its current levels.
Taylor Swift featured the image courtesy of Eva Rinaldi