MTV has finally recognized country music’s mainstream appeal with the introduction of its first ever Best Country Video Music Award. This comes after a 40-year hiatus in the genre’s recognition by mainstream media. The awards ceremony included six country music videos, with nominees such as Morgan Wallen, Jelly Roll, and Lainey Wilson. This move signals a new era for country music, as it gains popularity among younger audiences and reaches new heights in popularity.
Ryan McCormick, Managing Partner of Goldman McCormick PR, noted that country music has gained a new generation of fans, with 63% of today’s country fan base being millennials and Gen Z. The genre’s popularity is also evident in its social media presence, with over two billion views on TikTok in 2023 alone.
While some old-school country fans may prefer the genre’s traditional sound, the inclusion of newer artists has broadened its appeal. This shift has made it impossible for mainstream media to ignore country music, which has now captured the hearts of a global audience. The recognition marks a significant milestone for the genre, as it continues to evolve and thrive in the ever-changing music industry.